03/06/2007
NEWS STORY
We cannot help but think of the saying, 'those that do not learn from history are doomed to repeat it', when we look at A1 GP, the so-called World Cup of Motorsport.
At the end of the maiden season, Pitpass published articles by Dan McCalla and Editor Chris Balfe pointing out some of the failures that the series' organizers needed to attend to, areas where there was room for (considerable) improvement. Yet, nobody appeared to take notice.
Other than poor TV coverage, where it exists, we pointed out the woeful lack of marketing of the series, but what do we know?
In the weeks leading up to the final race of the season at Brands Hatch, we were staggered by the apparent failure to promote the event. There was a radio campaign, which we understand was extremely expensive, but it was not targeting the correct audience. As one motorsport promotion guru pointed out to Pitpass at the time, it is pointless trying to sell your product to an audience if they are not aware what your product is.
Therefore, although people got to hear the radio ads they were blissfully unaware what A1 GP is, what it does, consequently, despite what you may have heard, and certainly compared to the 2005 event, the Brands Hatch race was a relative let-down.
Unlike the 2005 event however, there was no clash with an F1 race, furthermore the weather was ideal. Yet, the event didn't pull in the crowds, hence the series' failure to issue a self congratulatory press release.
Instead of pouring vast sums into radio advertising, Team Great Britain's Robbie Kerr should have been in the studio talking about the series, and, considering the new found interest in motorsport courtesy of Lewis Hamilton, talked about how he had raced the youngster in karts. The words 'Hamilton', 'racing' and 'Brands Hatch' would have got a few thousand more through the turnstiles.
Then again, rather than a (naff) static photo opportunity in Trafalgar Square, it would have been entirely possible to give a real demonstration in one of the wealthiest parts of London, Canary Wharf. We are assured that such events are welcomed and can be arranged at short notice.
Instead, the promoters relied on radio ads, press releases on motorsport websites and the return of the thousands who had attended the 2005 event. It didn't happen.
What really galls however, is that since the series ended, the promotional outings have been coming thick and fast, with numerous A1 GP teams out spreading the word.
Be it Team Malaysia, New Zealand, USA, Ireland or Great Britain, hardly a week seems to have gone by without some form of promotional activity. However, one has to admit that the words 'shutting', 'gate', 'horse' and 'bolted' come to mind.
On Monday (June 3), two A1 GP teams can be seen on British TV, both of them performing 'pit-stops'.
Team Ireland can be seen on Fifth Gear, a motoring-based show, which although extremely up its own arse, and with no apparent good reason to be, will at least be seen by potential (and existing) motorsport fans.
A little earlier in the day however, Team Great Britain will appear on the Paul O'Grady Show, when the chat show host will join Sex and the City actress Kim Cattrall as stand-in crew members.
Had such promotional events taken place ahead of the Brands Hatch season finale, the crowd might well have dwarfed the many thousands seen in 2005.
Then again, the demographic reach of the Paul O'Grady Show is said to be women and men, those men that know all the words of all the songs from The Wizard of Oz.
With GP2 Asia waiting in the wings perhaps A1 GP is taking a new direction.