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


Some of our existing and previous partners:


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.


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


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?


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


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.


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


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

mailto:[email protected]


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


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


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


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


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.


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.


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.


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.

http://www.rogeralbertclarkrally.org/


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


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]


Colin Heppenstall: - Rally Manager

Tel: 01204 790724 [Office]

07736 083745 [Mobile]


The Roger Albert Clark Rally 2012

Promoted by Roger Albert Clark Rally Motor Club

Organised by De Lacy Motor Club




rac rally marketing prospectus 2012

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advertising opportunities

rally programme

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exciting marketing

branding opportunities

extraordinary motorsport

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