Brands Hatch has drafted in Davies Little Cowley for its relaunch
as a broad-based leisure centre as well as a major motor racing
Besides publicising some of the biggest events on the motorsport
calendar, including the World Superbike Championships, the agency will
market the circuit’s motor racing, motorbike and go-karting schools as
well as its corporate entertainment and conference facilities.
Britain’s ex-Formula One star, Nigel Mansell, may be used to front some
of the advertising for the racing school that bears his name.
The assignment comes from Brands Hatch Leisure, which owns the Kent
circuit and includes the company’s three other tracks - Oulton Park,
Snetterton and Cadwell Park.
It follows a five-way pitch in December in which Davies Little Cowley
competed for the business in tandem with Frontline Media.
The win reunites the company with David Hepple, a Davies Little account
director who previously ran the business for three years at the Dolphin
Budgets are undisclosed but are expected to match the pounds 500,000
currently spent by Silverstone, home of the British Grand Prix, through
Delaney Fletcher Bozell.
Brands Hatch Leisure, which floated last year, aims not only to
capitalise on motorsport’s rising popularity but hopes to ensure its
circuits are generating revenue outside big race days.
The company wants to harness the appeal of touring car events which are
expected to get greater exposure on BBC TV after the departure of
Formula One to ITV.
’This will result in greater opportunities for all the circuits,’ Hepple
said. ’Brands Hatch will be increasingly aggressive in the marketplace.’