Event - Top Gear Live enjoys Tower Bridge stunt

Campaign: Launch Top Gear Live Client: MPH The Prestige and Performance Motor Show PR team: Performance PR Timescale: September 2008 Budget: c. £4,000

The sixth annual outing for the MPH Prestige and Performance Motor Show in London and Birmingham in October and November last year was a showcase of £37m worth of rare cars. For the first time, Top Gear presenters Jeremy Clarkson, Richard Hammond and James May hosted the event.

OBJECTIVES

- To develop a London-themed photo stunt to launch Top Gear Live

- To secure pre-event coverage

- To drive ticket sales.

STRATEGY AND PLAN

On 1 September, the Performance team stopped the traffic on Tower Bridge to allow 'Jezza, Hamster and Captain Slow' to drive an 18-tonne tank across. TV crews and photographers from key media outlets were given vantage points and a press conference was held followed by one-to-one interviews.

MEASUREMENT AND EVALUATION

Broadcast coverage included BBC London News, BBC South Today, Virgin Radio, BBC Radio 2. Print coverage appeared in The Independent, The Daily Telegraph, The Guardian, The Sun, Daily Express, Daily Star, Evening Standard, Hello and many automotive and regional titles.

RESULTS

The stunt was the second most downloaded video on BBC News. MPH sold two weeks' worth of tickets in the six hours following, and for the first time ever, all 20 shows were sold out.

Have you registered with us yet?

Register now to enjoy more articles and free email bulletins

Register
Already registered?
Sign in

Would you like to post a comment?

Please Sign in or register.