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Article: LIVE SHOWS: CASE STUDY - Top Gear Live!
- Article from:
- Marketing Week
- Article date:
- October 1, 2009
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BBC Worldwide's Top Gear Live! is one of the new breed of live shows aimed at older audiences, although a version has existed in various formats for about six years. Originally the automotive magazine TV show's events were branded as "MPH" in the UK, but last year they were rebranded as Top Gear Live!
The previous incarnations of the show all featured Top Gear frontman Jeremy Clarkson, sometimes along with his fellow presenters Richard Hammond and James May. But 2008 was the first time that the show was rolled out with all three presenters in situ and directly referenced elements of the TV show.
Last year was also the first time that the brand ...