Codemaster Launch


MRL were asked to manage the safety and brand risks for this adventurous product launch, which took place as part of the Trax event at Silverstone in August.

The concept of the event was to showcase the latest version of the computer driving game, Dirt 2, and the creative idea was to place members of the media and a number of competition winners in one of Ken Block’s rally cars, while he completed a circuit and a number of stunts.


“Obviously, there was a degree not only of physical risks to participants and spectators, but also of brand risk, should there be an untoward incident” said Jools; “it meant that we had to think long and hard about the risk management process and this involved liaising with Ken’s team, the circuit, the course designers and of course the production company, attention seekers, whose concept we were trying to deliver.” Once we’d agreed the layout of the course, the risk assessment and the control measures with the circuit and the insurers, associate Tony Whitehouse attended the event to provide ongoing safety cover throughout – the results were quite spectacular, as you can see from this video.

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