Toyota Racing Series
The Toyota Racing Series is held over five consecutive weekends in January and February each year with up to 20 drivers competing in identical Toyota powered single seater racing cars in New Zealand’s premier class. The summer of 2016 was the 12th time it has been held.
Toyota New Zealand wanted to gain more mainstream media coverage
of the series and the people involved in it, to complement the
extensive exposure generated in the motorsport specific media and
television where a half hour package is provided after each
Publicising the efforts of New Zealand's up and coming drivers,
up against the visiting international drivers, all of whom
are seeking to advance to the highest echelons of one of the
world's most glamorous and exciting sports.
Wright Communications staff attended the race meetings from
Friday morning to Sunday afternoon, feeding news stories to
mainstream media in a timely fashion to meet tight deadlines.
Stories were provided two to three times a day to satisfy the
constantly changing news needs of websites and radio networks, as
well as end-of-the-day newspaper deadlines.
During the week Wright provided the mainstream media with
feature type stories to supplement the hard news race reports filed
over the weekend.
These feature stories delved into the back grounds of the
drivers, their families and team members which got them to the
start line. It provided a more human face to the motor racing.
Media coverage in national and provincial daily newspapers
increased fivefold in 2016 compared to 2015. Feature stories
appeared in major daily papers from the NZ Herald to the Southland
Times and everywhere in between.
The steady stream of media releases from Wright Communications
on behalf of the Toyota Racing Series also encouraged more of the
mainstream media to attend meetings, conduct interviews, write and
publish their own stories.
Wright Communications' Account Director for Toyota and the TRS
Series, John Coker, was presented with the top PR Communicator
award by Motorsport New Zealand in May 2016 for the best media
publicity for motorsport generated by any PR or media relations