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Silverstone Park

Brand Launch

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Brief

In July 2013 respected property brand MEPC purchased 131 acres of land around Silverstone Circuit. In November 2013 MEPC appointed Impact to build a brand that would have the capability to lead this significant Global opportunity forward, to become the world centre for Motorsport and high-performance technology. It was desired that a full brand launch be achieved for the 2014 Grand Prix to maximise the exposure of Silverstone Park to the world. It was envisaged to create a brand so iconic that it would endear itself to the industry quickly, to match the challenging time frames of creating the Estate.

Solution

As part of our pitch presentation Impact outlined our strategic process for creating a new brand and how following this would ensure that Silverstone Park would be launched to the best possible advantage.

Two months of detailed research, interviews and exhibitions culminated in a strategic presentation that outlined the brands core values, ambitions and position in the global market place, prior to any creative work being undertaken.

Following board approval of the strategy, our creative team named the estate and developed the iconic V icon that would form the foundation and representation of the Vision for Silverstone Park.

A suite of marketing material was created to promote separately, both the brand and the product and service offering. Highlight pieces, included a 32 page brand brochure, Promotional video with fully animated CGI showing the future park in great detail, a video book, letting particulars, stationery, internal and external newsletters (printed and digital) as well as exterior signage and way finding.

Result

Silverstone Park, launched at the Silverstone Expo two days prior to the 2014 Grand Prix to a standing ovation by the both the industry’s top players and government representatives.

In just 4 months, the brand is achieving National and International recognition and is becoming a Brand of pride to all those in, and associated with, this prestigious business estate.

This is the beginning of a five to ten year brand and marketing strategy.

Testimonial 

Thank you Impact for being such a creative, supportive, responsive, organised, honest and hard working team and for bringing the Silverstone Park proposition alive!
Roz Bird, Commercial Director, Silverstone Park.

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