QBO offers right formula for RAC

The RAC has appointed the Quentin Bell Organisation to handle PR for its sponsorship of this summer’s British Grand Prix.

The RAC has appointed the Quentin Bell Organisation to handle PR

for its sponsorship of this summer’s British Grand Prix.



The account, which carries a budget of pounds 200,000, was won in a

three-way pitch against Karen Earl and Jardine PR International. QBO

will work on linking the RAC’s sponsorship of the race, which takes

place in July at Silverstone, to the benefits that its involvement can

bring to drivers in general.



Peter Brill, PR manager for operations and technology at RAC, said:

’QBO’s task will be to link advances in the technology behind motor

sport to advances that benefit ordinary motorists.’



The RAC sponsored the race for the first time last year but handled PR

for the event in-house. Just prior to the race the agency will focus on

raising awareness of the RAC’s involvement among motor racing fans

through specialist titles.



In the months leading up to the race it will attempt to address a wider

audience through national media, focusing upon issues such as safety

which affect both Formula 1 drivers and road motorists.



Paul Maguire, associate director of QBO, said: ’We will reach out beyond

the motor sport audience and let people know the benefits for them of

the RAC being involved. Our job will be to ensure that the RAC’s support

is recognised both on and off the track.’



QBO, which has worked for the RAC on other projects including its recent

rebranding, will work closely with the RAC’s in-house team. The motoring

club also uses Biss Lancaster on other projects.



The RAC’s head of public relations John Hutson said: ’This year we felt

that some assistance was required. I will also have two people in-house

spending some time on the project.’



QBO will also liaise with the RAC’s Motorsport Association, which

represents members of the motor sport industry.



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