1st British Motor Sport Festival launched in Beijing

Briefing

The Inaugural British Motor Sport Festival (BMF) successfully launched on November 29th at Beijing Golden Port. Over 200 guests of drivers, instructors, media and car owners attended the opening ceremony. Five British Supercar Brands – Lotus, Morgan Motor Company, McLaren, Radical and the Mini Owners Club of China joined the Opening Parade with ­cars and drivers put through their paces under the support of UKTI and guidance of instructors from the Association of Racing Drivers Schools (ARDS).

EASTWEST PR was appointed as BMF’S official Public Relations agency to engage mainstream automotive media in the event opening to generate awareness of BMF and aiming to introduce the British auto culture to Chinese auto enthusiasts.

Strategy

EASTWEST PR invited and engaged 10 tier 1 media in automotive sector at the Opening day.

The scope of work included but was not limited to media invite, media interview and briefing, press release drafting and distribution, photography, videography, on-site facilitation as well as event filming and test drive arrangement, and further coordination with invited key guests from UKTI to attend the event.

Results

9 articles generated from leading auto media outlets within 3 days after the event.

Main media coverage

Sina Ultimate Motors

Sina Sports

Tencent Auto

Modi Auto

China.com

China Daily

Auto CYOL

Sohu

Oushinet