Project Description
The non-profit Piston Foundation has a noble mission. To counter the greying of the industry, they are funding scholarships for young people to get into the automotive restoration and preservation trades. This mission requires constant fund-raising. One of the foundation’s most successful initiatives is their partnership with Bring-A-Trailer, the wildly successful automotive auction site. A Piston Foundation donor offered up a Mazda Miata that set a dizzying land speed record on the Bonneville Salt Flats. The car would be auctioned with all proceeds going to the foundation. To create the proper buzz, we were tasked with press releases, distribution and creating a press event at Lime Rock Park. We got NASCAR racer and NBC Sports commentator Parker Kligerman to pilot the car on track for photos and video, and to shmooze members of the press who were able to get behind the wheel themselves on LRP’s autocross course. The feature articles and social media content helped drive engagement for the auction and more importantly, awareness for the Piston Foundation.
