MPH featuring Top Gear Live
Project Description
The annual Prestige & Performance Motor show, ‘MPH featuring Top Gear Live’ is launched an eight-part audio podcast series to give fans a teaser of show content and push ticket sales. The campaign first ran from August to November 2007 and enjoyed hugely successful results.
Our Solution
The 8 podcast episodes were released every two weeks in the run up to the show and include interviews with stunt drivers, celebrities such as Top Gear presenters James May, Richard Hammond and exhibitors from the show.
Podcast Voices have produced and recorded all bespoke music, sound effects, Idents and voice clips as well as providing the anchor presenter for the show in-house who research’s and conducts all the interviews and features on the show. An episode is released in between the London and Birmingham dates featuring the anchor presenter interviewing visitors, celebrities and exhibitors live from the show floor.
The podcast regularly appears on iTunes editors pick as well as the website which was constructed by Podcast Voices. We also construct and maintain all subscription feeds and provide a bandwidth free hosting service. In addition, subscribers also receive fortnightly emails featuring the latest podcast in the series.
This production successfully demonstrates that podcasting is not a ‘me-too’ medium - it really does create audience, engagement, sales and also offers businesses like Clarion the opportunity to have the production funded by sponsorship revenues.
Client Feedback
Podcasts were a new marketing initiative for MPH this year. Podcast Voices hand-held us through the creative and technical process and produced a series of episodes that we and our sponsors were delighted with. The series facilitated genuinely content rich communication with our databases and attracted attention from new audience groups, contributing to ticket sales and suggesting a positive return on investment.
Emma Langford, Marketing Manager
MPH Show 2007, Clarion Events
We trialled podcasting last year to engage with show fans and had an incredible response. Our podcasts are content-rich and entertaining rather than trying to directly sell tickets. One email we sent out prior to the show with a podcast link last year received a 30% response rate – all those who responded bought tickets. The podcast series is fundamental to our campaign in the run up to the MPH featuring Top Gear Live show.
Charlotte Aldiss, Marketing Manager
MPH Show featuring Top Gear Live 2008 & 2009, Clarion Events