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.