Topgear.com relaunches with more content for potential car buyers

by Jacquie Bowser, Brand Republic 07-Oct-08, 12:15

LONDON - BBC Worldwide has redesigned its 'Top Gear' website to include more relevant content for prospective car buyers, as well as extra videos and blogs.

The new site, which relaunched today, features nearly 300 videos that users can view, share or embed into their own sites.

'Top Gear' hosts Jeremy Clarkson, James May and Richard Hammond will regularly contribute to blogs on the site, as will the show's magazine team.

The new website also includes a huge index of information on every car on sale in the UK and a "Car Chooser" tool that helps users select their next vehicle.

The changes come as BBC Worldwide seeks to increase ad revenues generated from potential car buyers.

London digital agency Airlock created the original concept design for the site.

Chris Mair, strategy director at Airlock, said: "A key challenge for us was to create a clear and intuitive site that was a useful resource for potential car buyers but at the same time was not dry and boring.

"By incorporating much of the brand's personality into tools such as the 'Car Chooser', we think we've managed to create a site that is both useful and entertaining."

US digital agency Cuban Council designed TopGear.com's homepage and will handle the ongoing redevelopment of the site.

Creative agency Engine Creative designed the online identities for the five new blogs.