If you want to sell cars, then you have to build roads. This is a lesson first learned from America. If you want to sell classic cars, then you have to make sure these cars get used and give their owners real pleasure.
So, nice events and enormous gratification. If you are a leading auction house, like RM Sotheby’s, and you want to liven up a rather weary market, like the veteran car market, then you need to promote the event that best represents the category: the London to Brighton car run. In fact, a ten-year sponsorship agreement has just been announced.
Great job! The marketing initiatives of the powerful are good for everyone!