Change of direction for the BARC

[JimW]

"The British Automobile Racing Club (BARC) is to re-position itself within UK motorsport to become a centre for historic racing. They have in mind a series of initiatives linked to their circuits in what has been described as a branding re-launch... with particular interest in the 'next motorsport generation'.

Formed a century ago as the Cyclecar Club in 1912, BARC has progressed in a series of stages every two or three decades. Their main definition point came just after World War Two, when their current branding and moniker were established. Then in 1968, they relocated their HQ from Goodwood to its current home at Thruxton, but by then continuing to organise race meetings at almost every track in Britain.

This time BARC have appointed MPA Creative to help mastermind a new PR strategy that will thoroughly upgrade BARC's PR, online, and social media.... focusing on a more vigorous and extensive promotion pf events, competitiors and the upgrade of press offices at all high-profile race meetings at BARC venues.
So this will include the Thruxton, Croft and Pembrey race circuits, as well as motor sport arenas in the form of hillclimbs at Harewood and Gurston Down.

Alongside these event and sponsorship based efforts, MPA Creative will also refresh BARC’s image, aimed at the current motor sport generation, with a view to carrying the club into the consciousness of the wider general public, with the ultimate goal of increasing interest and spectator involvement.

Simon Clark, Chairman of the British Automobile Racing Club said: “The BARC is entering a pivotal new period in its long and distinguished history, and we could not ask for a better partner than MPA Creative as we seek to tell the club’s fascinating story and spread its message to a whole new generation of motor racing fans. MPA Creative possesses the necessary experience, enthusiasm and expertise to really drive the BARC on to even greater heights and we look forward to a fruitful relationship.”

MPA Creative will add BARC to a distinguished portfolio which includes the Dunlop MSA British Touring Car Championship, FIA World Rallycross Championship, London to Brighton Veteran Car Run, Marussia Motors, Motor Sports Association, Regent Street Motor Show, Silverstone Classic, Wales Rally GB BBC Top Gear Live, and CarFest.

Expect rapid PR developments early in 2014."

That coupled with a new logo, does cause me some concerns. After the financial and organisational (not to say legal) issues which the BARC has suffered over the last few years I guess something had to be done.

A change of logo is often a really bad sign, exceeded only by a new mission statement. The new logo gives a nod to the blazered approach of so many of the management as it is a *******ised version of the club badge while trying to shed the appearance of a club shield as that is felt to be seen as old-fashioned.

Is this a reflection of the club's failure to get modern racing making money for them or just following the trend of recent years for "Historic" racing?

All they need now is a CEX.

Jim

[Dave Brand]

"Branding relaunch", "definition point", 2carrying the club into the consciousness of the wider general public", "pivotal new period", etc.

Lots of PR-speak. Let's hope there's some substance behind it. BARC's not the first club that springs to mind when thinking of historic racing; arguably the historic racing scene has reached saturation point so it's questionable whether there's any need for yet another organising club.

[andy97]

How does "becoming a centre for historic racing" square with "particular interest in the next generation" and an image "aimed at the current motor sport generation"?

That seems to be 3 eras that they are trying to cater for, I am confused already.

[Chris Y]

In addition, most of the content has disappeared from the website - like regs.

Also, joining the club online is a bit of a chore. I thought the new redesign would help in that department.

[flagwaver]

So BARC employ a PR company and the first statement they issue is amended.

That's certainly a good start. (not) I await to see what happens.

[kipper]

I can't say that I'm overly impressed by their new website. The content seems to skip over some of their championships (such as Clubmans, South East Intermarque, Pick Ups, Ginetta Challenge and Classic FF1600), whilst others have incorrect information (I'm assuming that the Midlands Sprint championship isn't supporting the Le Mans 24hrs). Also, the absence of regulations seems a little odd. At the same point some information is out of date (such as list of dates for Pembrey driving experiences from 2011).

Whilst I'm sure that in migrating from one website to another errors will creep into the system, it does seem a tad odd that they weren't iron out prior to the new site going live. It does lead me to wonder, if there is anything to this new image beyond a stylised version of the old shield.

[MGDavid]

Originally Posted by andy97

How does "becoming a centre for historic racing" square with "particular interest in the next generation" and an image "aimed at the current motor sport generation"?

That seems to be 3 eras that they are trying to cater for, I am confused already.

spot on, my thoughts exactly ..

[johngee]

Add me to the list of 'The Totally Confused'. Historic motorsport is well served by the current organisations and this move will just dilute the marketplace. The recent track record of BARC gives me no confidence that this is a positive direction for the future.

[The Fat Clerk]

In other words they've seen the success HSCC has had and to some extent Masters and want a piece of the action.

[andy97]

Not exhibiting at the Historic Motorsport Show. Strange given the recent apparent repositioning.

[kipper]

Originally Posted by andy97

Strange given the recent apparent repositioning.

I did wonder if they would have a presence; however, the thought struck me that beyond their initial statement, they probably don't have an awful lot to promote as their championship portfolio is focussed on modern stuff and the only historic meetings that they run (Goodwood), have their own publicity mechanisms in place.