31 August 2016

2016 Chateau Impney Hill Climb Races Ahead Thanks to Alias

  • Filming at the Chateau Impney Hill Climb
James Ashe, Managing Partner

Over 200 classic cars, 100 members of the press, 7,500 event photographs and 14,000 spectators later, the Alias team is finally catching its breath after the 2016 Chateau Impney Hill Climb.

Historic motorsport roared back into Droitwich for the second time last month, and this year’s event was even bigger and better than ever. Thanks to our multi-channel marketing strategy, incorporating PR, advertising and social media, the Chateau welcomed 14,000 people to its grounds for the 2016 Hill Climb – a 40% increase on last year.

As with the inaugural event, the Alias team had an absolutely fantastic weekend.

We were proud to welcome over 100 journalists, photographers and bloggers from across the globe to the event media centre, including a team from BBC Midlands Today who broadcasted live from the Chateau on the eve of the event into the evening news programme.

This, and another report that ran in the lunchtime news on the same day, meant 750,000 people heard about the event just hours before the gates opened.

But we didn’t just spend our time sat in the media centre. The Alias team got out into the paddock to chat to the drivers for the Hill Climb’s social media channels, taking photos and making videos to share during the event. Across the weekend, one team member walked almost 50 kilometres!

In order to get the Hill Climb atmosphere across, we used Facebook Live throughout the weekend so that our social media users could really feel as if they were there, and we live-tweeted as much of the event as possible.

As a result, we reached 172,305 people on Facebook and 45,600 people on Twitter throughout the Hill Climb weekend – a huge increase on 2015’s event.

There were some fantastic cars with fascinating stories, but the star of the show was Whistling Billy – the 1905 steam car that had been banned from competing for over 100 years. Whistling Billy truly captured the imagination of many journalists, including BBC Radio 5 Live’s Clare McDonnell, who couldn’t wait to chat to owner Bob Dyke live on air.

Local radio was also captivated, with numerous live interviews on the BBC Hereford & Worcester Breakfast Show the day before the event. The station also broadcasted live into its Saturday Sports Show, giving listeners a chance to experience the unique atmosphere.

Although the Hill Climb’s finished for this year, we can’t wait to start preparing for 2017. The bar’s been raised even higher thanks to the success of this year’s event, and we’re already planning how to meet the challenge!

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