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As part of a wider marcomms strategy, RSM has launched btcc.dunlop.eu website to support Dunlop’s title sponsorship of the 2014 Dunlop MSA British Touring Car Championship (BTCC). The Dunlop BTCC microsite provides a central platform for marketing and promotional activation, engagement and data collection as well as reinforcing Dunlop’s tyre technologies, innovation and successful motorsport heritage. The easy-to-navigate site is divided into several sections: Social Media, for the latest discussion and debate; News, including driver tyre choice announcement on race day; Win!, unique competitions and prizes; Gallery, reflecting on the great BTCC atmosphere; Trackside, find out exactly what happens at a BTCC race weekend; Race to Road, discover what tyre options are available for drivers, and Heritage, Dunlop’s on-track success. Activation has been well received with Dunlop’s Marketing Director commenting, “Having partnered with the BTCC since 2003, and been actively involved in all eras of the championship since the BTCC began in 1958, we understand the fans’ appetite for exclusive motorsport news. RSM has provided a platform that reinforces our relationship with the fans and championship.”