Airlock redesigns TopGear site

The newly designed website, which launched in the early hours of Tuesday (7th October), includes a range of new content and functions.

Nearly 300 videos will be made available to view, share or take away and put on users own sites. There will be a raft of new blogs with regular contributions from Jeremy Clarkson, James May and Richard Hammond as well as Top Gear's own magazine team. The new site will also include a huge index of information on every car on sale in the UK and a useful 'Car Chooser' tool that gives users a jargon-free tool to help them select their next car.

The new website sees a shift in focus from it being mainly an entertainment offering to a more balanced offering of entertainment content and content more relevant to prospective car buyers, as BBC Worldwide seeks to increase advertising revenues generated from potential car buyers.

Airlock were involved from the outset of the project working as a part of the strategic development team at BBC Worldwide. The agency was also responsible for the redesign of large parts of the new site.

Chris Mair, Strategy Director at Airlock said: " A key challenge for us was to create a clear and intuitive site that was a useful resource for potential car buyers but at the same time was not dry and boring. By incorporating much of the brands personality into tools such as the Car Chooser, we think we've managed to create a site that is both useful and entertaining."

http://www.topgear.com 

http://www.airlock.com