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Get into Pole Position

James Barrett (Exhibiting Magazine) delves into a tale of fish batter,Formula One and visitor attraction at the most recent edition of Fish Frying Expo.

By posting the fastest lap time in the final practise lap before a major Grand prix race, that driver gives himself the greatest chance of winning the race. Being number one is of the utmost importance,as it is for exhibitors at an exhibition.

A stand attraction can aid the process of becoming the most memorable company on the show floor,even between such odd bedfellows as fish batter and Formula One!

One company combined its exhibition presence with the va-va-voom of Formula One racing recently. Food coating and mixes provider Middleton Food Products was attending the Fish Frying exhibition and wanted something to reward visitors who signed off product orders at the show.

"I was at an event last year and caught sight of this Formula One race simulator," said Middleton sales manager Ryan Baker."I was consciously looking for something to help us stand out from the crowd, and thought this would do for me!"

The simulator is the property of Formula One Events,which provides a fully-customisable replica of a Grand Prix car that can be used at exhibitions,live events and corporate days."It allows users to race on any Grand Prix track in the world,with the engine roaring in their ears," said director Russell Steel.

Middleton wanted to promote its range of fish batters mixes,in itself not the most exciting proposition to market. But, along with the simulator, it came up with a novel way of getting into the minds of visitors.

UNDER STARTER'S ORDERS..

At the show, Baker positioned the now fully-branded Middleton simulator beside a frying demonstation area. He saw this as the key position, as it tied it nicely to his plan of attack. "Visitors would be drawn by the car,and we would then divert their attention to our product".

To sit in the driving seat however, a visior had to place a minimal order of the batter mix. Although increasing sales was the obvious end target of this plan, it also offered the simulator as a premium attraction. "The excitement and friendly compeition Baker first witnessed around the car was recreated on his stand " added Steel, whose team manned a leader board of lap times.

The exhibition shared one of its days with the Chinese Grand Prix, which was held in Shanghai. A Middleton version of the race was programmed into the simulator and drivers could try to emulate (or better) the professionals in the Far East. The overall winner received a tonne of fish batter mix,and a suitable mode of transport was organised to deliver it,to stop the eager Jenson Button impersonator from speeding off with it on the day.

CHEQUERED FLAG..

Baker was so impressed by the results achieved that he is using the simulator again this year. Middleton took more than 100 orders on the day of the Chinese Grand Prix,including repeat business from eager simulator fans.

"Exhibiting provides a window of opportunity for anyone to market themselves to a wider audience. It boils down to more than just turning up on the day and hoping for the best," concluded Steel. "Investing in a stand attraction can certainly help make the most of that chance."

Whyte and Mackay - Force India Team

Formula 1 Events travelled to Silverstone this weekend for the British Grand Prix.

Working with Whyte and Mackay , sponsors of the Force India GP team , we entertained corporate guests throughout the morning in the run up to the start of the British Grand Prix , giving them the opportunity to try their hands at a few laps of Silverstone and see how they matched up to the pro's !

Whyte and Mackay organised a fantastic day for their clients with food and entertainment on tap all day long and of course exclusive seats in the Grand Stand at Silverstone for the big race.

Formula 1 Events organised a competition amongst the guests that ran throughout the morning , with three laps of Silverstone to test their skills. With plenty of willing participants the car was a huge success and in constant use throughout.

Some fast laps led to a competative mornings racing with the winner receiving a part of one of the F1 cars that raced in the Belgium Grand Prix last year.

Visit our gallery to see more images of the event .

Prescott Bike Festival - April 10th 2011

The Prescott Bike Festival was born out of the need to raise funds for the Severn Freewheelers EVS charity who provide a lifesaving service to the NHS . The charity provide bikes and drivers to transport blood, test samples, patients notes and x-rays and all proceeds will go towards running that vital service.

The Festival will celebrate all things motorcycle and the attraction is the opportunity to ‘Run the Hill’. The Prescott Hill Climb track, owned by the Bugatti Owners Club, is one of the UK’s most prestigious Hill Climbs and rarely does the public get the chance to ‘Run the Hill’. Limited tickets are available so please book now!

But there’s lots more to the Festival, there will be trade stands, motorcycle manufacturers, leading racers, MCN babes, Fun Fair, Stunt Riders and so much more. The Festival is a real day out for all the family.

And of course Formula 1 Events will be there supporting the charity so come along and see us and have a great day out too !

Cornwall College Takes Pole Position

We had the Formula 1 car at the Royal Cornwall Show earlier this month on behalf of Cornwall College.

The car was included on the stand to encourage new visitors as well as to entertain existing clients and students and it certainly did both.

The car was in constant use from start to close of the show as would be Jenson Buttons tried their hand at 3 laps of Silverstone.

The fastest lap time over the three days was awarded with a fabulous prize of a driving experience day for two!

Some visitors even came back every day just to have another go on the car !

Brilliant fun and a huge marketing coup for Cornwall College who recognised the value in having the F1 experience on their stand.

Back to the Bugatti Club!

We are back to the Bugatti Club on September 4th and 5th for the Prescott Gold Cup Weekend.

Races includes the Nicholson McLaren British Championship and the Formula 1 Fuel Hill Climb Leaders Championship.

For those of you who are not taking part in the races you can try your hand at Formula 1 racing on the Monaco Grand Prix circuit in our replica car and simulator.

See you there !