Manchester agency, Foundry Communications, has been selected to help Prestone, a leading range of antifreeze/coolants and screenwash, to maximize their sponsorship of this year’s MSA British Rally Championship.
With an established customer base in the US, brand owners, Holt Lloyd International, are hoping this high-profile sponsorship will help Prestone leverage its market position in the UK.
Head of Marketing for Prestone, Claire Fenton, said; “The drivers and cars involved in the British Rally Championship literally ‘Excel in Extremes’, just like Prestone, battling through the elements and pushing to the very limit. We are incredibly excited to be named as the 2017 title partner and to be working with The Foundry to get the most out of this incredible platform for our brand”.
Foundry Communications has been tasked with delivering an exciting activation campaign to create a buzz around the brand at each of the seven stages of the competition in Scotland, England, Wales, Northern Ireland, Belgium and the final in The Isle of Man.
As part of the planned activity, every event will feature a rally game simulator where fans can test their driving skills on a virtual race track in the hope of topping the leaderboard and winning an exclusive prize.
The Foundry has been responsible for creating all joint branding, which will appear on TV coverage on Channel 4, online and at the event, on everything from car sun strips to podiums. The agency is also working with Prestone to develop a range of branded merchandise and free samples to give away on the day.
Managing Director, Mark Bottomley added, “Prestone is all about performance and the brand is a fantastic fit for the British Rally Championship. We want to creating a memorable experience that offers maximum exposure while focusing on capturing data that can really help Prestone to build relationships with potential customers here in the UK”.