Brand Book 2015 profile: Kylee Rush, Volvo

C&IT's Brand Book catches up with Volvo Car UK events manager Kylee Rush.

Kylee Rush, Volvo UK
Kylee Rush, Volvo UK
Kylee Rush is events manager at Volvo Car UK, which recorded a 26 per cent year-on-year sales increase in 2014, its best sales performance in two decades. Having  worked at the brand for nearly 20 years, including 13 in marketing and communications, Rush took up his current role in July this year.  

What does your event programme include?

On the corporate and internal side, we run about ten events a year, including a national dealer conference and a global dealer event, which ?next year is taking place in Sweden in January. The management team also meets with dealers every quarter in different parts of the UK: most recently we had events in Newcastle, Birmingham and Henley. I work on my own but am supported by a number of agencies, including TRO.

What are the key challenges you face?

We know we are not the number one car when it comes to purchase consideration. We need to engage our audience – whether consumer, internal or on the dealer front  – and interact with them in non-traditional and more engaging ways, giving them an experience to remember. This means we will look to invest in more ‘live’ events.

What’s been your event highlight of 2015?

We introduced projection-mapping at our dealer conference, held in May in Nottingham. It was a new way to engage with our dealer network.

What’s the outlook for 2016 for events?

We are still in the planning stages for next year’s events. The launch of the all-new XC90 is a new era for Volvo and I feel very positive about what the future holds for the brand and its events. We will have more great products to launch and will continue to look for innovative ways for customers to experience our cars in a uniquely Volvo way.

More:

Brand Book 2015: Auto events getting bigger and better

Brand Book 2015: Wave of change for IT and telecoms sector

C&IT to host Brand Book Live at Mandarin Oriental

• For more breaking news and in-depth features, sign up to C&IT Magazine's daily Newstracker here

Have you registered with us yet?

Register now to enjoy more articles
and free email bulletins.

Register now
Already registered?
Sign in
Ruby Hotels' first UK property to open in Southbank in 2020

Ruby Hotels' first UK property to open in Southbank in 2020

The carnival-themed Ruby Lucy will bring 'lean luxury' to London in January and have a Marshall guitar amp in every room.

Five ways ICC Belfast and the wider city is mastering sustainability.

In pictures: 10 ideas for events in Scotland

In pictures: 10 ideas for events in Scotland

Luxurious castle hotels, modern event complexes and the real Hogwarts Express make Scotland a top MICE destination.

How to protect your events from destination boycotts

How to protect your events from destination boycotts

Panel of experts at IMEX America offer five contingency tips for event organisers planning global meetings in volatile times.

Freeman gets new EMEA leadership

Freeman gets new EMEA leadership

Brand experience agency appoints new managing director to be based in its London office.

5 trends shaping the future of business events

5 trends shaping the future of business events

What do delegates want from their events? Top tips from IMEX America for the future-focused planner.

How 'happy accidents' can lead to great experiences

How 'happy accidents' can lead to great experiences

At IMEX America, a comedy improv group revealed their trick to keep you creative and help you solve event planning problems.

European meeting spend expected to rise 2.1% despite 'Brexit instability'

European meeting spend expected to rise 2.1% despite 'Brexit instability'

American Express Meetings & Events 2020 Forecast also finds number of incentives increasing in North America.

Who are the challenger event agencies of 2019?

Who are the challenger event agencies of 2019?

A look at the agencies that didn't make the Top 50 but are doing great things in the world of events.

Case study: Samsung Galaxy Note10 launch

Case study: Samsung Galaxy Note10 launch

INVNT worked with Samsung to produce the high-tech UNPACKED 2019 at the Barclays Center in New York.

LATEST JOBS