The Top Gear Track Experience launches to the general public on 27 August and is based at Dunsfold Park in Surrey. It will give individuals and corporate clients the chance to participate in driving activities based on features seen on the TV show, including the ‘star in a reasonably priced car’ experience.
Brandscape was tasked with developing the event programme for the event after the exclusive license for the experience was awarded by BBC Worldwide to TGXP.
Guests will arrive to an authentic replica of the Top Gear studio, complete with presenters' chairs and displays of vehicles featured on the TV show. They will then be able to choose from a number of ambitious challenges aside from the reasonably priced car activity, including fast laps with pro-drivers as well as with The Stig himself, and off-road challenges including one for 11-17 year-olds.
In the star in a reasonably priced car challenge, guests will be able to set a time around the Top Gear test track in a Kia Cee’d. They will learn their lines by playing virtual racers, featuring a digital version of the track, before heading onto the real thing alongside an experienced driving instructor.
Lap times will be added to a leaderboard in the replica studio and on the Top Gear Track Experience website, so drivers can see how they rank alongside celebrities who have appeared on the show.
Vivien Kaliczak, account director of Brandscape Group, said: "The brief from BBC Worldwide was to enable individuals and corporate guests to take part in familiar activities from the ever-popular TV show, maintaining the unique brand values of Top Gear.
"As such, these will not be conventional track days but will see guests driving 4x4s around a specially built course while being fired upon by a tank, having their faces distorted by high performance ariel atoms and learning stunt driving in a hot hatch challenge."
Mat Way, commercial director of live events at BBC Worldwide, added: "Brandscape's proposal to recreate iconic activities from the Top Gear TV show is a perfect extension for one of our most popular brands. The Top Gear Track Experience will – for the first time – give fans and corporate clients alike the opportunity to get behind the wheel on the Top Gear track just like Clarkson, Hammond and May."
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