F1 media man joins HERO Events as Communications Director

Formula One media man and ex-Chairman of his eponymous communications agency, HPS Jardine, has joined the world’s leading classic rally company, HERO/ERA, to become their Communications Director.

A freshly created position to organise and orchestrate communications for what has now become the world’s largest classic car rally company since HERO acquired the ERA this Summer, Jardine will bring over three decades of motor sport PR and promotional experience to the group.

Patrick Burke, Managing Director of HERO Events explained. “We run exciting events across Europe which have helped establish our excellent reputation, but with the ERA acquisition we now have a separate long-distance division making us the most comprehensive players in historic motor sport.

“Accordingly, we looked for the necessary skill, passion and competence to fill the role and improve our communications. We met Tony through his entry on Le Jog 2017 in our Arrive and Drive BMW, his entry alone brought major coverage for HERO, so we stayed in regular communication. I’m delighted to say his appointment has followed a year later,” added Patrick.

Tony Jardine, an ex-teacher and truck driver who worked his way up the ranks of F1 teams to specialise in communications, including TV and radio work over twenty-five years, will be reprising a role he first fulfilled with Lotus F1. “I was placed with the team to cover every aspect of publicity in the eighties. Since forming my own agency shortly afterwards we have continued to produce successful communications across F1 and other major sports such as football and world sailing. HERO/ERA represents as big a challenge for me as Lotus did when I was charged with their global promotion back then.

“My love of racing and rallying is well documented. My experience is very broad based having driven in twenty-six WRGB’s, 7 Arctic rallies and won such track events as the famous St Mary’s Trophy at Goodwood Revival. But it’s nothing compared to the trial I endured and loved on Le Jog 2017, my first ever classic car rally! I was hooked and after working on the 2018 event here I am in this demanding new role.”

The Chairman of HERO Events Tomas de Vargas Machuca added;” We strive to organise great events that appeal to our customers at all levels, the quality and attention to detail contribute to the experience but we also know it is a competitive environment. We want to stay ahead and grow the number of our participants, so successful communications is vital to our future success. Tony will bring a huge array of experience to our operation, he is passionate about our business but at the same time very objective, we are looking forward to working with him.”       

Media Enquiries:

Please contact Patrick Burke, Managing Director HERO

+44 (0)20 7287 3939 –  [email protected]

Tony Jardine, Communications Director HERO

+44 (0)79 8940 8736 – [email protected]

About HERO

HERO is a one-stop platform for historic motoring enthusiasts, offering well established classic rallies and events, membership services, Arrive and Drive car hire programs, bespoke events, insurance solutions, online store, mechanical assistance and transport logistics support. Events include: the Classic Marathon; HERO Challenge; Icelandic Saga; Le Jog, London to Lisbon Classic Rally; Poppy Regularity Rally; RAC Rally of the Tests; Royal Automobile Club 1000 Mile Trial; Scottish Malts; Summer Trial; Three Legs of Mann; Winter Challenge to Monte Carlo. HERO’s driver championship, the HERO Cup, is the world’s leading premier classic regularity series and it has organised well in excess of 150 events since 1993. For more information, see

About ERA 

Established in 1988 by Philip Young, the ERA has since organised some 60 major events, in more than 50 countries. Events include: Baltic Classic; Blue Train Challenge; Classic Safari Challenge; Road to Saigon; Flying Scotsman; Trans America; Himalayan Challenge; Peking to Paris Motor Challenge. For more information, see

Photos of HERO Lejog 2017 (9-12/12/2017) All rights reserved. Editorial use only for press kit about Lejog 2017. Any further use is forbidden without previous Author’s consent. Author’s credit “©Photo Blue Passion” is mandatory