lotusf1

If you follow motorsport, this is a bittersweet time of year. Until the Daytona 24 hours there is almost no racing, and in fact precious little testing. Therefore up passes for news is generally pretty uninteresting, and obviously was a streetch on the authors part.

The exception to this is the constant flow of information about the two largest racing series in the world, F1 and Nascar. Before anybody starts to aim their digital flamethrower in my direction, let me say that I know F1 is far and away the king of motorsport. And as you look at the news articles you can see why.

But every now and then somebody does something to make you sit up and take notice. This time it was Caterham F1,one of the newer F1 teams, formerly known as Lotus F1. But lets not get sidetracked as to why they are Caterham, and the former Renault team is now Lotus. I can explain, but I wont.

As you may recall, every year all the F1 teams unveil, or launch, their new cars. And this is one of the highlights of the winter doldrums. To finally get to see your heros and the all new car which will, hopefully, win the World Championship. Its the motor racing equivalent of when we were kids getting to see the new model Chevy/Ford/Dodge. Remember those days, when the cars were brought to the dealership all covered up so nobody could see them? Well, those days are gone, but not the F1 launches.

I digress however. So why if this happens every year was I impressed by the Caterham launch? After all these things happen every year, and they have been done in every type of location from exotic to mundane. From elegant and understated to way over the top. In fact, I was beginning to believe that the only way they could come up with something different was to shoot it out of a cannon and land it in a bunch of Hooters girls.

But instead they did something so different, yet simple that you have to wonder why nobody (that I know of) had done it. They simply announced that their launch would be the first of the year, AND it would be on the cover of F1 Racing magazine. Only the most widely read F1 magazine in the world. And of course they would follow with Facebook, and other digital media.

Of course some people got their issue early and the news was broken a day early. Which I’m sure caused a lot of crocodile tears at Caterham. And now ScarbsF1 has a great analysis of the car, F1 racing had a article to go along with the photos, etc.

All of this is just a long winded way to say that in a time where we wring our hands and blame the economy for every ill in motor sport what was this worth? In the name of full disclosure I must admit that I have been impressed by this teams PR savvy ever since its inception. That said,how much uncontested FREE publicity did those guys get from just having a simple idea? If you were a potential sponsor what would you think of such out of the box thinking.

So, if you’re out there trying to get somebody to help you with your racing, and your by the numbers presentation isn’t working, maybe you need to think about a different approach.

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