latest news headlines
Jaguar Summer Brand Roadshow with MMM
Live brand specialists MMM are producing a nationwide series of imaginative experiential brand awareness events for Jaguar.
The Summer Roadshow involves six weekends of touring a complete mini festival set up. The aim is to create a relaxed and pleasant environment for test driving the cars, with the added attraction of a full range of fun and family activities on site.
Each action packed two-day event takes place at an interesting and picturesque location and is centred around a 33 car ride-and-drive programme. It caters for 330 drives and approximately 850 people per day. Each drive lasts 20 minutes, following a pre-planned route on public roads.
MMM and Jaguar conceived the idea and content for the Summer Brand Roadshow last year, and it was a phenomenal success. As a result, Jaguar is now focusing on staging more “hands-on” events to reach their target audience.
The MMM Summer Roadshow team includes project and event managers, a regular freelance crew of 30 and three 7.5 tonne trucks packed with equipment. Onboard is everything from plasma screens, computers and compact sound systems to the marquees, seats, tablecloths, road cones, car valeting kits, mobile office, etc – everything needed to ensure the roadshow is totally self-contained.
The roadshow includes a complete set up of entertainment, amusements and attractions for all the family including a jazz band, stilt-walkers and performance artists, caricaturists, video games, falconry and sheepdog demos, crazy golf course, laser clay pigeon shooting, archery, a Jaguar wood shop team talk about the hand-finished wood process for their vehicles, access to the ‘Design Your Own Jag’ pages of Jaguar’s intranet. “There’s basically something for everyone, of all ages and interests in addition to experiencing the cars first hand,” says account Director, David Littlewood.
The Institute of Advanced Motorists have a stand on site and there’s also a driving school for 14-17 year olds to sharpen their driving skills complete with an AA instructor on hand. A selection of gorgeous heritage Jaguars are supplied for display, courtesy of members of the Jaguar Club. There’s also a crèche, staffed with qualified child-minders and offering a host of activities for younger attendees - from face-painting to sandcastle building.
Guests are all picked from the Jaguar database and invited to apply for a driving slot. There’s no Jaguar sales staff on site, all emphasis is on the in-car experience.
To ensure a high level of product and brand knowledge, the MMM crew went for a day’s training at Jaguar in Gaydon, to familiarise themselves with the main features of each model.
MMM is also dealing with all logistical and budgeting issues including booking hotel rooms, selecting the entertainment, hiring cars, day-to-day paperwork registering and processing of attendees ride and drive timetabling, health and safety matters, liaising with the police, etc. - everything involved in touring the roadshow.
22nd August 2005
HEADLINES
news archive
search stories
FOOTNOTE: Select the news type you require in the red band above; this will enable you to see the current news stories from that section
© 1999 - 2012 Entertainment Technology Press Limited News Stories
