Motor Show Live to pitch a £1m PR brief for May 2004

One of the UK’s largest exhibitions, Motor Show Live, is staging a mega PR pitch for around £1m worth of work for next summer’s show.

Organisers of the show, The Society of Motor Manufacturers & Traders, said four pieces of business are up for grabs, covering TV PR, online comms, news and photographic services as well as media distribution.

A pitch for a fifth piece of work, to handle radio PR, has just been concluded, with Markettiers4DC winning the account for the third year in

a row.

It has been confirmed that the total budget for all PR work is £1m. Society head of communications Al Clarke said the PR budget has been ‘significantly’ increased for the event, following a revamp and rebrand of the show.

Motor Show Live, formerly the British International Motor Show, will for the first time take place in the early summer, and is planned for May 2004 instead of the traditional pre-Christmas period.

The event will also feature interactive opportunities for attendees, such as on- and off-road driving experiences. This marks a shift away from the static exhibition format of the past.

Show organisers last month appointed the first PR director dedicated to overseeing comms surrounding the show, hiring Vauxhall director of public affairs Andrew Andersz.

Andersz will lead the PR review as an immediate priority.

Clarke said they are hoping to have all the agencies on board within the next three months.

‘We are talking about the biggest single PR activity in the UK for a project,’ claimed Clarke.

‘The PR budget has been increased for 2004, which reflects the fact that the show has moved to the summer and that we’re keen to present it as a bigger, live event.’

He added that PR efforts will work to promote the show as an opportunity for a family day out, rather than a ‘lad’s event’.

Previous agencies retained for the show include Medialink for TV, Weber Shandwick for news and photographic, and Newspress for distribution.

Online work was previously handled by software firm Global Beach and Newspress, but Clarke said they are reviewing hiring one PR firm to oversee the brief.

Over 20,000 people are expected to attend the biennial show - first launched in 1902 - scheduled for 26 May to 6 June, 2004, at the NEC in Birmingham.

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