When the final stage of the World Rally Championship, the RAC Network Q Rally, moved its HQ from Chester To Cheltenham 25 years ago, cleverly masterminded by Cheltenham Racecourse, Cheltenham Borough Council and Polygon Marketing, it was widely acknowledged as a triumphant coup for the historic spa town.

Unsurprisingly, having been instrumental in successfully coordinating the bid to host the rally for the next 3 years, from 1997 – 1999, Polygon was appointed by Cheltenham Tourism to positively showcase the town to its much-anticipated new global audience. Delighted to accept the commission, Polygon directed a targeted and effective media campaign, coordinating all promotional activity on behalf of the Town, collaborating closely with leading motor manufacturers and affiliated organisations, raising company profiles and utilising resources to ensure Cheltenham and the Network Q Rally became synonymous, as both a world class tourist destination and host to a World Class Championship Rally.

Alongside the world’s finest rally drivers and teams, huge crowds descended on Cheltenham Racecourse; this culminated on the final day of the 1997 event as excited fans watched Colin McRae win the Network Q RAC Rally Championship for the 3^rd time in his Suburu Impreza, finishing with 2 mins 47 seconds to spare over Juha Kankkunen, the Finnish driver in his Ford Escort.

Sadly, McRae’s dreams of taking the world championship were dashed by just one point after completion of the 14-round series. It was Finland’s Tommi Makinen, driving a Mitsubishi, who went on to clinch his second successive title with 6^th position in the season’s finale.

But for Polygon Marketing, putting Cheltenham Spa Town on the World Rally Championship map was a winning strategy.