RAC Rally Marketing Prospectus 2012
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Transcript of RAC Rally Marketing Prospectus 2012
Marketing & Advertising Prospectus 2012
www.rogeralbertclarkrally.org
v2.9 [10.10.12]
Marketing and Advertising Prospectus Roger Albert Clark Rally 2012 Page 1
Contents Section 1 - Introduction ........................................................................ 3
1.1 Welcome ...................................................................................... 3
1.2 History .......................................................................................... 3
1.3 Facts ............................................................................................. 4
Section 2 - Publicity .............................................................................. 5
2.1 Media Coverage [Television and Print Media] ............................ 5
2.2 Website ........................................................................................ 6
2.3 Social Media ................................................................................. 6
Section 3 - Benefits ............................................................................... 8
3.1 What can our partners expect in return for their investment? .. 8
Section 4 - Opportunities...................................................................... 9
4.1 – Our Proposition ......................................................................... 9
4.2.1 - Commercial / Partnership Opportunities ............................. 10
4.2.2 - Branding Opportunities ........................................................ 12
4.2.3 - Advertising your business with us ........................................ 13
i. Rally Programme ................................................................... 14
ii. Website Opportunities ......................................................... 16
a. Podcasts: - £150 ................................................................. 16
b. Video Clips: - £200 ............................................................. 16
c. Web Adverts: – From £200 ................................................ 16
Section 5 - Website Statistics ............................................................. 16
Section 6 - Contacts ............................................................................ 19
Marketing and Advertising Prospectus Roger Albert Clark Rally 2012 Page 2
Some of our existing and previous partners:
Marketing and Advertising Prospectus Roger Albert Clark Rally 2012 Page 3
Section 1 - Introduction
The Roger Albert Clark Rally 2012
1.1 Welcome
So what is the Roger Albert Clark Rally I hear you ask? Let me introduce
you to this extraordinary motorsport event and our equally exciting
marketing and advertising prospectus. It contains a mix of commercial
sponsorship, partnership and advertising opportunities, which have been
designed to accommodate budgets of all sizes.
1.2 History
The Roger Albert Clark Rally is predominantly an historic rallying event,
conceived initially by a group of motor sport enthusiasts during 2003/2004,
to recreate the iconic RAC Rallies of the 1970’s and 1980’s.
Since that first small event in 2004, it has now firmly established itself as a
major sporting attraction in the motorsport calendar, taking place over
four days at the end of the year.
The Roger Albert Clark Rally not only borrows the name of arguably the
best British rally driver of the period, but it also pays homage to the format
of those rallies of the past.
The event contains a mix of classic forest and tarmac spectator special
stages along a route which starts in Yorkshire and finishes in Carlisle. It
passes through areas made famous by rallying down the years. Names
such as Dalby forest, Kielder forest and the forest stages of Ae, Kershope
and Craik in Scotland. All have featured recently and all of which have
struck fear and awe into the hearts of many professional drivers.
Our rally brings together competitors from around the UK and Europe who
see it as a season finale, along with the kudos of winning this extraordinary
feat of gruelling competition and endurance as did many of their heroes in
the past.
Marketing and Advertising Prospectus Roger Albert Clark Rally 2012 Page 4
1.3 Facts
All this brings with it thousands of enthusiastic travelling spectators, who
together with the marshals, event officials,
competitors and their support crews are
responsible for contributing in excess of £1M
to local economies.
It is the recognition of this contribution
to the economy, which has helped the event
secure financial backing from the likes of
Welcome to Yorkshire, Invest in Cumbria
and the City of Carlisle, together with our
other loyal supporters.
So why not join with them and become one of
our commercial partners? Please take the
time to read on and see what the Roger
Albert Clark Rally can offer you. It is my
aspiration to continue to grow the rally year
on year and would welcome you to join us.
Full event Sponsorship and in Association Sponsorship is available, please
contact me at [email protected] for further details. I look forward to
hearing from you in the near future or via my Marketing Team.
Thank you for your time and interest.
Colin Heppenstall
Rally Manager Roger Albert Clark Rally
Marketing and Advertising Prospectus Roger Albert Clark Rally 2012 Page 5
Section 2 - Publicity Publicity is the life blood of any organisation and the Roger Albert Clark
Rally is no exception. As the event has grown since its first running in
2004, its popularity and hence it’s following has grown too. The number of
entries which the event attracts has continued to grow despite the on-going
international economic difficulties, with an entry anticipated at over 100 for
2012.
2.1 Media Coverage [Television and Print Media]
2011 saw the best ever year in terms of widespread media coverage. In the
run up to and during the 2011 rally, there was a substantial TV interest, with
the likes of BBC Look North [Hull], BBC Look North [Newcastle], ITV Tyne
Tees and ITV Border being just some to run pieces on local news magazine
programmes.
The rally is covered by a number of independent film producers, but the
official coverage, produced by RallyTV, is shown in an hour long programme
on satellite television shortly after the rally. The official DVD is also sold by
both the event and the film producers throughout the year and sells over
1000 copies within a couple of months of the rally.
This together with substantial interest from newspapers for example, The
Yorkshire Post, and the specialist motoring press, including Motorsport News,
Autosport and Octane gave us our best year of publicity ever. This is
something on which we intend to build going forward.
The reputation of the Roger Albert Clark Rally as a premier motorsport
event attracts a number of overseas visitors, who bring with them the
interest of their home nation’s press.
In November the event ran a very successful press day at which local and
national press were represented and once again we enjoyed substantial
press exposure. This will be run again in 2012, so why not ensure that your
product or company receives the exposure it deserves by sponsoring this
day?
Marketing and Advertising Prospectus Roger Albert Clark Rally 2012 Page 6
2.2 Website
400,000+
Page Loads
Integral to any organisation’s publicity machine is how it utilises its web
presence. The Roger Albert Clark Rally has an active website, which is
maintained throughout the year and as such attracts a vast number of
visitors. Our web site is the information portal for all our sponsors,
competitors, officials, volunteers and spectators and includes an active
discussion forum where supporters exchange views and interact with the
event organisers.
2.3 Social Media
7,000+ Page Views
For 2011, the Roger Albert Clark Rally media team launched a very
successful social media campaign with thousands of followers on Facebook,
who read and comment on up to the minute information throughout the
duration of the rally and beyond.
0
100,000
200,000
300,000
400,000
500,000
2006 2007 2008 2009 2010 2011
Page Loads
Unique Visits
First Time Visits
Returning Visits
Note: In 2010 web demand outstripped server capacity. This issue was resolved for 2011
Marketing and Advertising Prospectus Roger Albert Clark Rally 2012 Page 7
1,000+ Followers
Another innovation for 2011, the Roger Albert Clark Rally Twitter feed
has been another success story. Started as an additional way of reaching
fans with event news during the rally, our feed currently has 1,077 signed-
up followers (21 February 2012) and growing.
Advertise on these pages to get greater coverage for your organisation. Our
followers stay with us throughout the year as we keep our sites updated
frequently with current news and snippets of information.
The dedicated on-event media team were able to enhance the experience of
the event’s followers by directly uploading video [YouTube], photographs
[Photobucket] and interview “podcasts”, to keep the website and social
media feeds constantly up to date. This means that all of our commercial
supporters will be constantly in the eye of the public, before, during and
even after the event has finished.
Marketing and Advertising Prospectus Roger Albert Clark Rally 2012 Page 8
Section 3 - Benefits
3.1 What can our partners expect
in return for their investment?
Become a supporter or commercial partner with the Roger Albert Clark
Rally and we can offer your business the following benefits.
Company name and branded logo in every official publication
Company name and branded logo on our official event website
Company name and branded logo on competing and official vehicles
Company name and branded logo visible on our stand at four major
sporting exhibitions throughout the year
Event name published widely in national motorsport press, local media,
and local radio and internet publications
Television coverage by means of a one hour dedicated programme
Dedicated hospitality unit at an agreed major location on each day of
the event. Tailor your requirements to those of you and your
customers and use the event to promote your business to others
Dedicated sponsor liaison personnel with direct knowledge about the
event, to enhance your experience. Includes an explanatory information
pack to assist you and your customers
Company name and branded logo in the official rally programme, which
is sold to over 2000 spectators annually
Marketing and Advertising Prospectus Roger Albert Clark Rally 2012 Page 9
Section 4 - Opportunities
4.1 – Our Proposition
The preceding sections of this booklet have described at length what the
Roger Albert Clark Rally can offer your business, but as yet it has not set
out our proposition. As our Rally Manager mentioned in his introduction it is our aim to make available a wide range of attractively priced commercial
sponsorship, partnership and advertising opportunities.
It is because of our solid position now as a “must do” motorsport event in
the year and the press and media coverage, which we expect to achieve, both here in the UK and also Europe, that we now are able to offer these
additional opportunities.
With a confirmed start in Yorkshire and an established four day route concluding with a ceremonial finish in the centre of Carlisle, we can offer
your business widespread publicity not only across the North of
England and Scotland, but also nationally and internationally.
Consider the attractive marketing and publicity opportunities listed on the
following pages and join with us to help promote your business.
Why not become a corporate sponsor, official supplier or an official partner in
the largest historic rally of the year and benefit from our reputation as a leading sporting event?
Use the event to entertain your customers and to reach potential customers.
Please read the attached table and consider how we can help each other.
For more information please contact the Marketing Team for the event at [email protected]
On behalf of the Roger Albert Clark Rally 2012, I look forward to hearing
from you in the near future.
Malcolm Paul Higgins
Marketing & Publicity Officer Roger Albert Clark Rally
Marketing and Advertising Prospectus Roger Albert Clark Rally 2012 Page 10
4.2.1 - Commercial / Partnership Opportunities
Infrastructure
Headquarters Facilities / Logistics
Headquarters Marquee Your name/logo visible at the start venue.
See page 8 for benefits or call to discuss.
Cost £5,000
Telecommunications Supply or Sponsor our telecommunications
infrastructure, which will be widely used by all event officials.
Cost £3,000
Transport logistics Be a major vehicle supplier to the
Roger Albert Clark Rally. Your vehicles utilised for Event Management and Support.
Have your models seen on the event carrying your corporate branding.
These vehicles would be used for event
support and hospitality. All vehicles covered by event insurance.
Utilise our guest hosting to entertain
your customers, whilst ensuring that
you obtain maximum exposure for your
product
Ceremonial
City Centre Finish Carlisle
Sponsor the entire finish facility situated in
the heart of Carlisle city centre. Be a part of the ceremonies amongst the Christmas
decorations and champagne. Join with us and the Mayor of Carlisle welcoming the
winners home.
Cost £2,500
Marketing and Advertising Prospectus Roger Albert Clark Rally 2012 Page 11
On-Event
Support Events Sponsor one of our 3 support events, which run
alongside the route of the main rally.
Your name/logo will be visible at the start for
that event Your name/logo will be visible on all competing
cars
Cost £2,500
Service Area Sponsor the official service area on the event. Your name/logo visible at the location
Guest passes for your customers
Cost £2,500
Special Stage Sponsor one of our 20 plus special stages. Your name/logo will be displayed along the
special stage in strategic locations where it will
be seen by the media Guest passes for your customers [limited
numbers]
Cost £600 - £1,200
Advertising Banners Have your company name / logo visible at our high
profile start venue.[Will be seen in all publicity shots and TV coverage]
Cost £150 per 6 x 3m banner
Marketing and Advertising Prospectus Roger Albert Clark Rally 2012 Page 12
4.2.2 - Branding Opportunities
Event Lanyards Supply or sponsor our event lanyards, which will be used by all the event competitors, officials,
volunteers and media Your name on all lanyards
Cost £3,000
Carry Bags Supply or sponsor all documentation cases used by event competitors and officials.
Your name/logo printed on all cases
Cost £800
Tickets Supply or sponsor all our event tickets, which will
be sold to spectators attending all our special stages.
Your name/logo on all tickets sold
Cost £500
Mailing Sponsor all our mail shots, either via e-mail or
postage. We currently distribute regular monthly press
briefings which are widely distributed to all national and local media, participating teams,
competitors, and event officials. As we approach the event these briefings will
increase in number.
Your name/logo on each mail shot sent
Cost £400
Marketing and Advertising Prospectus Roger Albert Clark Rally 2012 Page 13
4.2.3 - Advertising your business with us
It may be that the aforementioned opportunities may not be within your
budget, so why not consider utilising our unique advertising
opportunities.
Benefits
Be a part of this “must do” rally of the year and introduce your business
to thousands of potential customers.
We have a range of advertising opportunities at competitive
rates available.
Purchase advertising space with us and your company name,
brand or logo can be displayed on our website or in the
Rally Programme.
Our website is seen by approximately 8,000 unique visitors
monthly throughout the year and 3,000 unique visitors per day
during the event
The Rally Programme is sold to spectators along the route of the
four day event, a potential targeted audience of over 2,000
people
Marketing and Advertising Prospectus Roger Albert Clark Rally 2012 Page 14
Read on to see what advertising space is available for purchase for the
Roger Albert Clark Rally;
i. Rally Programme:
Our event programme is sold at numerous
venues along the rally route.
With sales in excess of 2000 copies, your
company brand logo and products will be in
the public eye.
It contains a mix of rally related articles,
written by accredited journalists and our
media team. Additionally it also has details of
route information and details of competitors
taking part in the event.
Our event programme is an A4 forty page booklet, which is predominantly
printed in black and white. However there are a limited number of colour
pages available for purchase*.
*Prime site full colour pages are also available for purchase within
the programme. These are as follows:
Centrefold £700
Outside rear cover £600
Inside front cover £425
Inside rear cover £400
Additionally, on the next page there are examples of our advertisements
taken from the 2011 Rally Programme, showing the appropriate retail price
for 2012. We have advertisement rates suitable for budgets big or small.
Marketing and Advertising Prospectus Roger Albert Clark Rally 2012 Page 15
This full page A4 black and white
advertising space is available at a cost of
£250
Whilst the same size full colour page is
available at a cost of £350
A half page A4 advertisement, which can
appear alongside text or alongside other half
page adverts, is available at cost of £150,
with no colour option.
Finally, here is an example of our quarter A4
page advertisement space. Again this is
available as a space accompanying text or
appearing alongside other advertisers, Cost
£100
This is available at a cost of £100,
with no colour option.
Marketing and Advertising Prospectus Roger Albert Clark Rally 2012 Page 16
ii. Website Opportunities: - From £150
This year we are able to offer an opportunity to advertise on our
website from as little as £150.
a. Podcasts: - £150
Ensure your company name is heard every time anyone opens our
podcasts to listen to interviews with the competitors. These are
maintained year round and not just during the rally. Your company
name will be seen and heard every time it is opened.
b. Video Clips: - £200
Your company name will accompany every video clip uploaded to our
website and our dedicated “You Tube” channel.
c. Web Adverts: – From £200
We are able to provide you with space on our home page and our other most visited pages. Adverts will be available for the financial
year, April – March, and will be removed thereafter. The cost shown includes display for this full year. You can have a simple “click
through” to your own home page, providing direct access to
your business from the Roger Albert Clark Rally website.
Section 5 - Website Statistics
Our dedicated event website is regularly maintained and refreshed
throughout the year. Unlike many event websites, ours offers an on-
going fully updated facility for all our customers and followers,
year round.
Our dedicated event media team visits and reports on other historic
rallying events around the country collecting news to ensure that the site
is always fresh. The site also has an active supporters and competitors
forum which increases traffic through our home page.
Take advantage of the increasing number of unique and regular
visitors to our website.
Marketing and Advertising Prospectus Roger Albert Clark Rally 2012 Page 17
During 2010 and 2011 up to the start of the rally in December, we had over 196,000 unique visitors from across the world; year on year we have
managed to maintain a growth of 15% in our visitors. Visit our event website and see for yourselves at: Contact us to discuss our full range of
offers.
We have included a breakdown of our page loads as they happened in 2011
together with a table of comparisons since 2006. This demonstrates how there is a growing international flavour in interest in our event.
www.rogeralbertclarkrally.org
Website Visitors
Our website frequently has visitors from around the world, often from
unexpected places and we regularly check statistics to see where our visitors come from. Unsurprisingly, the majority of page views are within
Europe but we also get a significant number of web ‘hits’ from USA and
Australia. Below is a snapshot of visitor numbers taken recently from the ClustrMaps tracking site which records usage.
Marketing and Advertising Prospectus Roger Albert Clark Rally 2012 Page 18
Sample Country Totals to 1st January 2012
(Unique visits by country)
United Kingdom (GB) 53,203
Belgium (BE) 1,097
Ireland (IE) 771
United States (US) 526
France (FR) 337
Sweden (SE) 319
Germany (DE) 283
Netherlands (NL) 209
Europe (EU) 199
Spain (ES) 121
Italy (IT) 106
Australia (AU) 101
Isle of Man (IM) 91
Norway (NO) 81
New Zealand (NZ) 60
Finland (FI) 60
South Africa (ZA) 43
Canada (CA) 41
Brazil (BR) 36
Switzerland (CH) 28
Luxembourg (LU) 27
Barbados (BB) 22
Estonia (EE) 2
Martinique (MQ) 2
Indonesia(ID) 2
Singapore (SG) 2
Gabon (GA) 1
Cape Verde (CV) 1
Qatar (QA) 1
Bahamas (BS) 1
Marketing and Advertising Prospectus Roger Albert Clark Rally 2012 Page 19
Section 6 - Contacts For further information please contact the below named in the first
instance;
Malcolm Paul Higgins: - Marketing and Publicity Officer
Tel: 01904 701203 [Office]
07790 108826 [Mobile]
E-mail: [email protected]
Steve Higgins: - Media Officer
Tel: 01977 682933 [Office]
07801 881135 [Mobile]
E-mail: [email protected]
Colin Heppenstall: - Rally Manager
Tel: 01204 790724 [Office]
07736 083745 [Mobile]
E-mail: [email protected]
The Roger Albert Clark Rally 2012
Promoted by Roger Albert Clark Rally Motor Club
Organised by De Lacy Motor Club