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Rolex Monterey Historic Automobile Races

Each year, the Rolex Monterey Historic Automobile Races and the Rolex Vintage Festival, two of the nation's most prestigious vintage automobile events, attract thousands of visitors for highly competitive races and special exhibits featuring vintage racecars that span eight decades.

Ruder Finn's communications campaign for these prestigious events, utilized an intensive media relations effort along with a variety of story angles to bridge coverage from sports and automotive outlets into the mainstream.

 

 

OBJECTIVES

• Maintain and build strong national sports and automotive media coverage, while expanding reach to mainstream news and lifestyle outlets.
• Clearly establish a link between Rolex and the events through carefully crafted and consistent messaging appropriate to the Rolex brand image.

PROGRAM

• Working with short lead times, conduct an intensive, strategic media relations campaign to maximize coverage.
• Build comprehensive range of story angles to establish relevance for a wide range of media.
• Seek interview opportunities for event participants and organizers.
• Create and disseminate event media kit with press release and image sheet.
• Service on-site images and news items to foster additional coverage from outlets unable to attend.

RESULTS

• Media relations campaign resulted in more than 100 million impressions to date.
• Secured print coverage in more than 100 print outlets, including Wall Street Journal, Associated Press, AutoWeek, the Boston Globe and the San Francisco Chronicle.
• Electronic and broadcast coverage included coverage during the events on local CBS, NBC and Fox Affiliates; Speed Channel; PBS' MotorWeek and MSN Autos provided additional national exposure.