Adam's brush with Lovelies

Adam signed hundreds of autographs and showed fascinated public around his BMW 320si which he raced to two podium finishes and eighth overall in this year’s HiQ MSA British Touring Car Championship.

Furthermore, two members of the public won the 'Leyland Challenge' test of endurance – holding out tins of paint cans for almost four minutes – to each claim a pair of VIP tickets to a BTCC race event of their choice in 2010 courtesy of Leyland.

The two-day event was a perfect demonstration of how participation in the BTCC, the UK’s premier motor racing championship, enables brands and sponsors to give their products added pizzazz. Indeed, Leyland generated an extra buzz around its stage with an appearance by four of its ‘Lovelies’ (pictured with Adam) who were also regular attractions on the BTCC grid during the past season.

Leyland brand manager Nicki Hickman said: “It was a fantastic show for Leyland and the sheer amount of visitors to the stand shows what an impact our activities have had throughout the course of 2009. Branching out in the world of motor sport (the BTCC) has really helped to boost our brand awareness.”

She also added: “Leyland Paints is predominantly known as a ‘trade’ brand but our sponsorship with Motorbase has enabled us to broaden the impact and awareness of our brand into consumer environments. This has helped to establish a strong brand association through brand visibility and a positive association and credibility among existing and potential users, stockists and media.

“It’s fair to say that our association with the BTCC has proven to be a highly effective motivator for trade and consumer incentives.”