Motor Sports Association launches major promotion for UK
motor sport
The Motor Sports Association is to launch a nationwide marketing
campaign to attract thousands of new people to motor sport.
Go Motorsport is the first ever centrally co-ordinated campaign
to raise the profile of motor sport among the general population
and will encourage people to get involved with the sport,
whether as a spectator, participant or volunteer.
An extensive consumer PR, advertising and promotional campaign
will engage the public, with a consistent call to action driving
people to a central website. The website will be designed
to capture people's interest, explain the many varied disciplines
of the sport and provide clear instructions about how to get
involved. A searchable database will allow visitors to discover
which events and clubs are located near to their postcode.
Backed by initial funding of £250,000 from the Motor
Sports Association, Go Motorsport is the first campaign of
its type ever initiated by the governing body and it is anticipated
that the entire UK motor sport community will support the
campaign, either with benefit in kind or with tangible offers
to ensure that the message reaches as many people as possible.
Go Motorsport is the latest initiative in the MSA's commitment
to the promotion and development of UK motor sport, following
the recent announcements of Let's Go Karting (a nationwide
programme to give youngsters a taste of karting for just £5),
free first-time competition licences for the under-16s, continued
investment in the successful Volunteers in Motorsport programme
and the on-going commitment to the development of the UK's
Elite talent through the MSA British Race and Rally Elite
schemes. In total, over £600,000 will be invested in
these schemes alone in 2008, in addition to the donations
made by the Club, Rescue and Safety development funds.
"This pro-active initiative by the MSA is one of which
I am very proud," says Alan Gow, MSA Chairman. "The
message of the overall campaign is a simple one: 'motor sport
is fun and exciting; get out there and have a look because
there's something for everyone.'
"We know that motor sport has a number of barriers to
entry; some real, some perceived. This campaign is going to
break down some of these barriers and show people that it
can be very simple to get involved and needn't necessarily
cost a fortune. We will provide all the information to point
them in the right direction and ensure that their interest
is followed up.
"The impact of this campaign should be felt throughout
the sport. By increasing the base of the pyramid, in terms
of the number of people involved in grass roots motorsport,
so our representation at Elite level and on the world stage
will inevitably become stronger. And, as we have seen with
Lewis Hamilton in the past year, international success delivers
media coverage which gets more people interested, and so the
virtuous circle continues."
The MSA has appointed specialist motor sport marketing agency
Fingal to run the campaign. After an exhaustive eight-way
pitch process, Fingal's contacts and knowledge of the sport
gave it the advantage, particularly as one of the key elements
of the project will be to co-ordinate and unite the vast and
disparate motor sport community behind the campaign.
Deborah Tee - Director, Fingal:
"The phrase 'for the good of the sport' is often heard,
but this is the one occasion on which it is correctly used.
The size of the task before us is huge, but this is a vital
activity and one in which we believe very strongly.
"In the coming months before the launch, all efforts
will be focused on ensuring that venues, teams, sponsors,
championships, clubs, commercial operators and anyone else
involved in the sport are engaged with Go Motorsport to help
us deliver an effective campaign and real benefit. We want
to take the message to as wide an audience as possible and
we are counting on the support of the whole sport and the
industry to help us achieve this."
Colin Hilton, MSA Chief Executive:
"Motor sport is generally in good health; interest in
the sport has never been higher and licence figures have remained
fairly consistent for the past decade. But in the face of
competition from other leisure activities, we have to do everything
we can to ensure that the sport continues to grow and expand.
"The Motor Sports Association is investing more money
in the sport than at any time in our history and last year
we were able to put in excess of £1 million back into
motor sport. We have achieved this through sound financial
management and by making the MSA a much leaner, more efficient
and effective organisation.
"From this solid platform, we are now able to expand
the MSA's remit from the regulation and the administration
of the sport, to the promotion and development of motor sport
in the UK. Go Motorsport completes an exciting portfolio of
co-ordinated initiatives for the MSA that will deliver a 'whole
sport' strategy for the long-term strength and prosperity
of the sport."
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