Motion Works UK Limited, the company charged by The Royal Automobile Club to organise the annual London to Brighton Veteran Car Run (LBVCR) since 2004, has reported a dramatic increase in the event media coverage, with over 65 million people being exposed to last November's 73rd running of the world's longest running motoring event on television, radio, in printed media and on the internet.   

The 2006 LBVCR also saw a further increase in the number of overseas participants which resulted in media coverage in the USA, Japan, Korea, the Middle East, South Africa and Europe.  500 pre 1905 vehicles now participate in this first Sunday in each November event, with 20% from outside the UK.

Since 2004 Motion Works have made a number of significant improvements to the annual LBVCR, while retaining the traditional feel of the event.  These improvements include; closing London's famous Regent Street for an International Concours on Saturday and an auction of veteran cars and associated memorabilia at Bonhams New Bond Street salesroom on the Friday.

�Thanks to the support of the Daily Mail and Tindle Newspapers, the London to Brighton Veteran Car Run has received a good level of media coverage in recent years,� said Motion Works Managing Director Roger Etcell.  �For 2006, through a targeted campaign of linking the media with participants with interesting vehicles and personal stories, we had success in gaining considerable local TV, radio and newspaper coverage. This, coupled with increased national and international media coverage in both the motoring and lifestyle press, resulted in a dramatic increase in the overall audience figures and the total media worth was estimated to be approaching £500,000.� 

�The effect of all of this media exposure was clear to see in Regent Street and on the roads between London and Brighton, with more people coming out to see the event,� Roger Etcell continued. �We are already working on increasing this coverage further this year, with the aim of making the 2007 London to Brighton Veteran Car Run the most talked about motoring event next November.�

With Motion Works securing new sponsors, and exploiting other income opportunities such as merchandise and licensing, the LBVCR has become a self financing event. Roger Etcell continued: �Since we took over the event organisation the changes we have implemented have made the London to Brighton Veteran Car Run financially stable and this has enabled us to maintain the recently reduced entry fee at 2006 levels for participants looking to take part in the 2007 Run.  It also makes sure that this fantastic spectacle, which represents the beginning of motoring as we know it today, is available for members of the public to spectate along the 60-mile route and in Regent Street for free.�

The 2007 London to Brighton Veteran Car Run will take place on Sunday 4th November, with the increasingly popular Regent Street International Concours on Saturday 3rd November.  For further information visit www.lbvcr.com

ENDS