Public fears trigger LWT F1 promotion

London Weekend Television is planning a series of stunts to promote the first Formula One Grand Prix on ITV this weekend after a survey revealed public doubts over the quality of the network’s coverage.

Just under half of motor racing fans aged between 15 and 34, which is ITV’s target age group, expect the quality of ITV’s coverage to decline compared with the BBC’s, according to the survey by CIA MediaLab.

Only ten per cent of respondents in the age group believe the coverage will improve, even though ITV has hired the BBC’s main commentator, Murray Walker.

ITV is devoting hours of coverage each race weekend to F1 as its believes it will bring in new, valuable, young male viewers from the BBC.

LWT is putting actors dressed as F1 crews carrying race information at the major traffic blackspots in London to promote this weekend’s Australian Grand Prix.

It will also project a race promotion on the side of its building next to the Thames and run a radio campaign on Capital.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here