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Silverstone Park

15th June 2014

By Wayne Hall

Successful 10 way pitch to work with the UK’s most significant business park.

In July 2013 MEPC acquired 131 acres of land around Silverstone circuit with the intention to create a state-of-the-art business park for the high-performance technology and motorsport sector.

In September 2013 they asked ten top UK agencies to present how they would approach the strategic process of developing this new brand into an inspirational future brand to become a world centre in its sector.

Impact’s fresh and detailed strategic process proved successful and we were appointed as a major part of the marketing team in October.

We spent three months researching and interviewing Silverstone’s existing tenants, architects, associated bodies and organisations, local government and the MEPC to develop a shared cohesive vision.

We also researched the local, national and International market of the motorsport and high-performance technology sectors and national and global competition for the brand.

From this important work, we created a strategy, to develop and implement Silverstone Park’s Unique Brand Proposition, Position and Personality.

The Brands proposition is to become a world leader in its sector. Positionally by displaying leadership qualities, drawn from both the established brands of Silverstone and MEPC, the Estate’s vision would be accepted as an impending reality by its market.

By displaying the personality of a leader Silverstone Park will then be able to inspire and unite an incredibly important sector of the UK’s economy to build and develop their homes at Silverstone Park.

A Brand Identity was then created and developed.

Spearheaded by the iconic V, symbolising the vision of the brand, the identity has developed into a wealth of both printed and digital material, signage, online and advertising for the Brand launch during the British Grand Prix in June.

This significant project will be on going for the next two years.