SEAT Sport UK
Project
Work as SEAT Sport UK Media Co-ordinator, devising and delivering a PR strategy encompassing all of SEAT UK’s motorsport programmes – in particular its participation in the British Touring Car Championship and the SEAT Cupra Championship – and developing and exploiting all media opportunities within a budget.
Strategy
SEAT has very specific brand values and its motorsport programme is designed to highlight its sporty and individual nature. A PR strategy was devised to reflex these very precise values and ensure SEAT is clear leaders when it comes to positive media coverage. With the exciting new SEAT Leon race car, drivers Jason Plato and Darren Turner and the good geographical spread of the British Touring Car Championship, targeted coverage was achieved in national and regional television, radio and print media, plus features in specialist motorsport and non-specialist magazines. Good Evans & Co also writes all the content, and has editorial responsibility, for the official SEAT Sport UK website, www.seatsportuk.co.uk. Good Evans & Co is a fully integrated part of the SEAT UK press office, operating a seamless service which links SEAT UK’s motorsport programme with its road-going product and promoting traffic through the showrooms.
Results
Latest figures show that in 2007 alone, Good Evans & Co gained £7.5M worth of media coverage (AVE) for SEAT UK. Since 2003 it has achieved approximately £40M worth of positive media coverage for SEAT UK.
Nota Bene
Good Evans & Co has strong links with national dailies and regional newspaper editors, placing features in a multitude of publications. It has worked with regional ITV and BBC televisions stations, as well ITV1, ITV4, Channel 4, Channel 5, Sky Sports, Eurosport, Motors TV, Bravo, Men & Motors and BBC News 24. It has organised live television interviews from the SEAT Sport UK pit garage and the grid on race weekends, and arranged special features – such as Ryan Giggs driving a SEAT Leon racing car as a Mystery Guest of the BBC1’s ‘A Question of Sport’. Good Evans & Co has also worked on projects which has helped SEAT UK fulfil its contractual commitments with various commercial partners – both in its motorsport programme (talkSport, Blaupunkt, Holiday Inn and Silverline Tools) and its other sporting partners (which include Aston Villa FC, Birmingham City FC, Welsh Rugby Union and the Scottish Football Association).
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