Silverstone tasks Mongoose with revving up new visitor attraction
Silverstone, the prominent UK racing circuit, has appointed Mongoose, the sports and entertainment marketing agency, to commercialise its new visitor attraction.
Mongoose will be responsible for marketing the ‘Silverstone Experience’, a new “immersive and innovative” motor sport museum, which is expected to bring in around 500,000 visitors per year when it opens in 2019.
The attraction is being funded by a £9-million ($11.7 million) grant from the UK’s Heritage Lottery Fund.
Sally Reynolds, chief executive of The Silverstone Experience, commented: “We were impressed with Mongoose’s knowledge of the market and their positive attitude toward the Silverstone Experience. It’s an exciting time for us all and we are looking forward to working with Mongoose to help deliver our vision and securing long lasting commercial partnerships. There has been a very positive response already, with several conversations ongoing.”
Andy Muggleton, commercial director at Mongoose Sports & Entertainment, added: “The Silverstone Experience offers so many rich opportunities for brands who have been working within the worlds of motor sport be it F1, MotoGP and further afield, to authentically tell their stories, integrate and showcase products and services within the new experience, at a world renowned destination.”
Mongoose's other clients include the Jacksonville Jaguars, of American football's NFL, and the International Triathlon Union.
Silverstone’s new attraction is part of the circuit’s wider plans to become a popular leisure destination in the UK and broaden its appeal.
Last month, Stuart Pringle, sporting director of the circuit, told Sportcal that the plans also include the construction of a hotel adjacent to the race track in order to bring in even more visitors and turn Silverstone into an “exhibition space."
The need for new ventures has been exacerbated by financial losses run up staging Formula 1's British Grand Prix and the British Racing Drivers' Club, which owns the circuit, is to sit down with the series organisers at the end of the year to discuss a revised hosting contract after exercising a break clause to exit the present one, which entails escalating fees, after the 2019 race.