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Case Studies

Toyota Racing Series

The Toyota Racing Series is held over five consecutive weekends in January and February each year with up to 20 drivers competing in identical Toyota powered single seater racing cars in New Zealand’s premier class. The summer of 2016 was the 12th time it has been held.

Brief

Toyota New Zealand wanted to gain more mainstream media coverage of the series and the people involved in it, to complement the extensive exposure generated in the motorsport specific media and television  where a half hour package is provided after each meeting.

Publicising the efforts of New Zealand's up and coming drivers, up against the visiting international  drivers, all of whom are seeking to advance to the highest echelons of one of the world's most glamorous and exciting sports.

Wright Solution

Wright Communications staff attended the race meetings from Friday morning to Sunday afternoon, feeding news stories to mainstream media in a timely fashion to meet tight deadlines. Stories were provided two to three times a day to satisfy the constantly changing news needs of websites and radio networks, as well as end-of-the-day newspaper deadlines.

During the week Wright provided the mainstream media with feature type stories to supplement the hard news race reports filed over the weekend.

These feature stories delved into the back grounds of the drivers, their families and team members which got them to the start line. It provided a more human face to the motor racing.

Client satisfaction

Media coverage in national and provincial daily newspapers increased fivefold in 2016 compared to 2015. Feature stories appeared in major daily papers from the NZ Herald to the Southland Times and everywhere in between.

The steady stream of media releases from Wright Communications on behalf of the Toyota Racing Series also encouraged more of the mainstream media to attend meetings, conduct interviews, write and publish their own stories.

Wright Communications' Account Director for Toyota and the TRS Series, John Coker, was presented with the top PR Communicator award by Motorsport New Zealand in May 2016 for the best media publicity for motorsport generated by any PR or media relations entity.

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