Bennetts VIP media launch

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From 2013 to 2016, Paul worked for Bennetts, Britain’s biggest motorcycle insurance specialist, as their PR, events and sponsorship manager.

As with most service providers, the biggest challenge we faced was always how to engage customers and media. Our solution, bring the brand to life by laying on an entertaining and interactive event that fully utilised the company’s sponsorship assets and gave guests an opportunity to experience the exciting world of motorcycling.

To kick off the 2014 season and announce the arrival of the new online store, called Bikenation, we hired Silverstone’s brilliant Stowe circuit, a small and self-contained venue within the massive main complex, and invited over 50 specialist and mainstream press to see what the brand was all about.

The morning activity revolved around a press conference hosted by TV presenter Matt Roberts, who spoke to company executives and sponsored riders, including celebrity adventurer Charley Boorman and racer Scott Redding, who had just flown in after making an impressive debut in the MotoGP class. We also used the day as an opportunity to present two youth riders we were backing, Josh Owens and Rory Skinner, as part of our commitment to supporting British motorcycling.

After the conference, fun afternoon activities included scooter try outs, passenger rides with Redding and an opportunity to race the stars in XBOX battles and on pocket-sized mini moto bikes. Journalists also had plenty of face-to-face time with Redding and the other ambassadors during the day, as well as track time for the specialist media.

Feedback from the day was incredibly positive and led to coverage in almost 100 outlets, including The Times and The Sun. What’s more, it proved a fantastic relationship builder between the company and many key influencers.