BBC unveils Top Gear web expansion plan

Marketing 17-Jun-08, 10:14

LONDON - The BBC has hired start-up Work Club to handle online marketing for the relaunch of the Top Gear website.

The broadcaster is planning to boost the online presence of the motoring show's brand, which is a market leader on TV and in print, but has a comparatively small online following.

The push will position TopGear.com as a rival to sites such as WhatCar.co.uk and Pistonheads.com. The latter was the UK's leading automotive recreation site between October and Dec--ember 2007, according to Hitwise.

The agency, which was appointed to the account without a pitch, has been tasked with creating activity to go live later this year, ahead of the launch of the revamped site.

Topgear.com currently offers motoring-related news and reviews as well as videos, blogs and buyers' guides. The BBC claims the relaunched site will have a broader, as yet unspecified remit.

The broadcaster recently announced plans to launch the Top Gear brand globally, with the first franchised TV series launching in Australia later this year.

The UK version of the TV show has aired in Australia since 2005, but the franchised series will replace British

presenters Jeremy Clarkson, Richard Hammond and James May with an Australian team. Its launch will be followed by franchised adaptations in other countries, including the US.

Top Gear returns to the BBC for an 11th series later this month.