Performance under pressure – motorsport PR campaign delivers for Druck 

The Brief 

Druck, an industry leader in pressure measurement technology and instrumentation, enlisted support from The Tonic to raise the brand’s profile as a trusted supplier to the elite motorsports industry. Having developed strong partnerships within motorsports, a key objective of the PR strategy was to leverage these more effectively, and drive consideration of Druck’s product range. 

The Response 

The Tonic launched Druck’s sponsorship of Hawk Racing, tapping into media interest in the British Superbikes Championship. The PR approach embraced storytelling – around how race analytics from pressure sensors on the Hawk Racing team bikes were being used to make race-critical adjustments that were impacting performance, shaving 2 seconds on the track at Donington. 

For the new season, The Tonic created a compelling media package for a behind-the-scenes event at Druck HQ in Leicestershire. This included meeting the Hawk Racing riders, seeing the bikes, meeting the senior engineers involved, and an exclusive tour of the manufacturing facility.  

The Results 

High quality, on-message coverage was generated across key motorsport industry publications including:  

• Race Tech Magazine (a seven-page editorial feature) 

• Superbike News 

• Race Engine Technology 

• Bikerhub 

• Automotive Powertrain Technology International 

• Professional Motorsport World 

• Motorcycle Industry News 

In total, 21 pieces of coverage reached over half a million relevant readers, reinforcing Druck’s 30-plus year legacy in motorsport pressure measurement technology. Online media mentions returned an average domain authority of 75. In addition to industry media interest, The Tonic successfully targeted business outlets with the angle of two Midlands-based companies (Druck and Hawk Racing) joining together, securing a lead feature with Business Live’s business editor.