The British Motorsport Festival is created to provide a platform for related British products to be promoted further in China, be these Race Craft, Technical products, Cars, related lifestyle and others.
BMF 将提供一个完美的平台让英国各大汽车品牌尽情展示自己旗下产品优越性的同时看到中国汽车市场的潜力,并且给予两国潜在的合作伙伴一个合适的机会进行交流。
Wondering if Your Mercedes EIS is at Fault Here’s How to Tell
British motor sport initiative China
1. The first national plan to engage the
Chinese motorsport community.
Prepared by Jim James
Organizer of British Motorsport Festival 2015
Beijing. China.
Email: jim@britishmotorsportfestival.com
Mobile: +8613910731967
http://www.britishmotorsportfestival.com
1st Feb 2016
MOTORSPORT
Initiative
2. Summary
• Motorsport centred events across China which showcase GREAT British cars,
people and culture with a commercial focus.
• Objective of creating 50,800,000 GREAT Engagements with Chinese people.
• Organised by a Sino-British consortium with experience in motorsport events,
excellent Government relations, and relationships with the British automotive
industry.
A cunning plan to demonstrate to the Chinese that
Britain is GREAT in the world of Motorsport.
3. UK AUTO IN CHINA
• Automotive is the single largest
category of exports to China.
• UK Exports: # units +/-120,000
• JLR 118,000 in 2014
• Value: £6Bn+
• Exports to China: ca. £18bn in 2014/15; 80%
product of which 34% automotive - single biggest
sector.
• China investment to UK automotive sector:
• >£500 mn in last 3 years.
• Jobs created >5,000
British Brands competing in China.
New entrants include Caterham, Radical, Noble.
4. Autoculture In China
• Government and private sector actively involved in UK Auto as investors both in
the UK and China.
• 154 million private cars as of 2014
• Government encouraging domestic Consumption as key economic driver
• 109 million Chinese with wealth of GBP35,000 - GBP400,000
• Auto culture growing rapidly
• 6 Race circuits (Shanghai US$250m)
• 5 under construction (confirm)
• > 100 Races, 15 categories in 2016
• 1,500 certified race drivers
• Promoting provincial level development.
• Existing events being organised and sponsored heavily by German brands and
independent companies.
6. People to people
Town Twinning
Gov. to Government
Enterprise to enterprise
Research & Engineering
Technical racing skills
Safety & certification
Track design
Capabilities
JV
Franchise
Licensing
Manufacturing
Investments
Business Opportunities
Destination for FDI
British Auto Brands
Motorsport culture
Auto Tourism
Services
Commercial Benefits
Educate Promote
Engage
Monetise
7. The 2015 British Motorsport Festival
• Held in Golden Port, Beijing, 28th Nov 2015
• Audience
British brands
Aspiring race drivers
Spectators
Brand customers
• Activities
Race Driver Certification Course: UK Association of Race
Driver Schools
Mini challenge
Mclaren Hot Laps
• Partners UKTI, CBI, CBBC,Association of Race Driver Schools,
Federation Automobile & Motorcycle Clubs China, Beijing
Motorsport Association.
• Marketing
Media Relations: >20 media per event
Social Media: Weibo, Wechat groups created
Website: http://www.britishmotorsportfestival.com
(video available on the website)
8. British Motorsport Initiative (BMI)
• The objective is to create an annual series of platforms in different cities in
China which feature British motorsport culture.
• British Motorsport Festivals in Tier 1 & Tier 2 cities.
• Classic Car Rally Hong Kong to Beijing.
• One Belt – One Road. London to Beijing Rally.
9. Calendar 2016
2016
then on-going.
Q1 Q2 Q3 Q4
British Motorsport
Festival
See N.B. Below Beijing - June Shanghai / Zhuhai -
September
Chengdu / Jin Jiang -
December
Classic Car Rally Hong Kong to Beijing
(via Shanghai)
N.B. due to Chinese New Year in Feb., Q1 is not a good period to hold an event in China.
N.B. A new GT Series is being launched in China and the BMF will be able to take part alongside these events.
Dates subject to confirmation.
10. 2016 British Motorsport Festival
• Brands: Made in Britain
• Duration: 2 days. Held in conjunction with the FIA-sanctioned
Super GT Race Series
• Audience
Amateur Drivers: Ave 200 per event
Spectators: Ave 20,000 per event, Families
Brand customers: Ave 500 per event
• Activities
Race Driver Certification Course: ARDS –
One - Marque Series Races
Hot Laps
Concourse d’elegance for vintage cars
Junior Karting in the paddock
Formula E- Student Challenge pitting Chinese vs British
Music concert
F&B
Driver safety education
Modelled on the success of Goodwood, we aim to make these family affairs.
11. China Classic Car Rally
Host
Federation of Automobile and Motorcycle
Sports
of People’s Republic of China(FAMSC)
Hong Kong Automobile Association(HKAA
)
Organizer
Goldenport & Hurun Automobile Culture
Development (Beijing) Co., Ltd
• Brands: Classic Cars of any vintage
• Duration: 08.09 - 24.09. 2016
• > 50 cars
• Audience
• Classic car owners
• Classic car buyers
• General public
• History
• First held 1995
• 30th Anniversary Tour in 2015
• Previous year - sponsored by Audi. This year the organisers
want a British focus.
12. One Belt, One Road. A BHAG for 2017
Xi Ji Ping’s initiative to re-build the silk route.
Fulfils an objective to expand China’s wealth
to the west of the country.
A London to Beijing overland Rally - tracing
the old silk route.
13. Marketing Opportunities
• Objectives: 50,800,000 GREAT
Engagements
• Indirect - 50,300,000
viewers
• Direct - 250,000 attendees
• Internal - 250,000
employees
• Media relations
• VIP with Racers
• UK With Chinese VIP‘s
• VIP with Brands
• Prize Giving
• GREAT Branding
• Cars
• Clothing
• Venues
• Merchandise
• Hospitality events
• Customers
• Partners
• Government
• Influencers
MOTORSPORT
Initiative
Motorsport activities create a great range of activities, personalities, platforms
and content rich media opportunities for promotion.
• Advertising
• On site pavilions
• Official publications
• Tickets
• Internet properties
• Facebook
• Linkedin
• Weibo
• Weixin
14. THE ORGANIZERS
British
Goldenport Hurun Automobile Culture
Development (Beijing) Co., Ltd
The GREAT British Motorsport Initiative is being organised by an team of experienced British and
Chinese partners and funded by sponsors, advertisers and attendees.
Investors include Golden Port Enterprises (race track operators) ,
Hurun Publishing, Tencent (internet company), and China Equity
Group (Owners i Aston Martin)
• The management team will include:
• Steven Ye - Executive Director of
GoldenPort Enterprises, Motorsports &
Culture Group.
• Rupert Hoogewerf - Publisher of the
Hurun Report & organisers of the HK-
Beijing Rally.
• Jim James - Founder of British
Motorsport Festival. Chairman of
EASTWEST PR & Eggplant Digital.
15. Budget
GBP Events Fees
British Motorsport Festival 300,000 3 900,000
Classic Car Rally 200,000 1 200,000
1,100,000
Fees exclude local taxes
16. Prepared by Jim James
Organizer of British Motorsport Festival 2015
Beijing. China.
Email: jim@britishmotorsportfestival.com
Mobile: +8613910731967
http://www.britishmotorsportfestival.com
1st Feb 2016
MOTORSPORT
Initiative
The first national plan to engage the
Chinese motorsport community.
Editor's Notes
BMF media coverage highlights:
2 Chinese press releases were drafted and shared with major auto media
1 English press release was drafted and shared with major English media
25 pieces of articles generated as of December 31. Among which, 2 are TV and video coverage and 23 are re-posts from both press release
2 media interviews with BMF’s spokesperson were conducted during the event by the following media outlets:
Tencent Auto
Auto Fans TV