Case Study: Renault blast

Concorde fitted the bill perfectly for the launch of Renault's Modus model to almost 100 journalists, reports Ben Lerwill. It was once the supersonic domain of the social and business elite; champagne fizzed through the lower stratosphere and the Atlantic became a mid-afternoon hop. Concorde has gone down as one of man's greatest feats of engineering, so even in retirement it made a fitting backdrop for a recent Renault car launch.

The event took place at the newly opened Concorde Experience at Manchester Airport, a multi-purpose venue with the one-time flagship of the fleet as its centrepiece.

More than 100 members of the media were sent 'boarding pass' invites by communications agency Apex, which worked with Renault UK's own in-house event team to run identical itineraries over three consecutive days. A positive take-up of over 90%, unusual for an event of this nature, meant around 30 people were in attendance each day.

Renault UK press events co-ordinator Lisa Haworth said: "We are always looking for innovative ways to launch our models, and Concorde at Manchester Airport fitted with what we wanted - a luxurious unique form of transport - perfect to invite motoring and transport journalists to for the day."

Having reached the venue - those who arrived by air were met by Renault chauffeurs at the main terminal - guests were ushered to a marquee for a VIP check-in and breakfast canapes. They were then introduced to the day's main attraction, the Renault Modus, and given the chance for a two-hour test drive.

The compact new hatchbacks having been suitably tested, members of the group reconvened shortly before midday at the DC10 Seminar Suite, a refurbished section of an old wide-bodied aircraft. A presentation was shown on Concorde's history, before Renault UK press and PR director Tim Jackson gave a speech on the company's new products. Cold drinks were then served while a video, a final farewell to Concorde, was shown.

Following this, a tour guide took guests out to Concorde, where a stewardess was on hand to welcome them on board. The aircraft, which made Concorde's last commercial passenger flight, has been fully preserved down to its £4,000 leather seats. A talk was given, touching on some of the quirkier features on board, while each seat pocket had a souvenir brochure. Visits to the flight deck were also arranged.

Upon disembarking the plane, a line of Renault Grand Espaces sat waiting to whisk guests to the nearby Radisson SAS Manchester Airport, where they were treated to a five-course meal in the hotel's observatory suite. To put a suitably classic spin on proceedings, the menu was a recreation of the last meal served on board Concorde.

Apex business development consultant Ed Ainslie was pleased with the event. "We were very happy, as were the guests," he said. "We limit the number of events we hold to preserve the integrity of the aircraft but this was a prestigious occasion and it went off well."

- Turn to page 41 for more details on the Concorde Experience and other unusual venues in the UK.

FACTFILE

Company: Renault UK

Event: car launch (Renault Modus)

Agency: Apex

Date: 11-13 October

Location: Concorde Experience, Manchester Airport

Group size: approx 30 on each of three days

Budget: undisclosed

Have you registered with us yet?

Register now to enjoy more articles
and free email bulletins.

Register now
Already registered?
Sign in
'Four-poster bed, copper bath and gorgeous furnishings': a night at Down Hall Hotel

'Four-poster bed, copper bath and gorgeous furnishings': a night at Down Hall Hotel

C&IT's associate editor reviews a country house hotel dating back to 1322 with Italianate architecture and luxury interiors.

The charity ball with a projection-mapped 'Wheel of Fortune'

The charity ball with a projection-mapped 'Wheel of Fortune'

Country estate Alrewas Hayes hosted the 25th anniversary of the Hope and Homes for Children fundraiser.

2020's most popular incentive destinations

2020's most popular incentive destinations

In our State of the Industry: Incentives report, we look at the top countries and cities over the past year.

Cancellations and deferrals: How global agencies are reacting to coronavirus

Cancellations and deferrals: How global agencies are reacting to coronavirus

As IBTM APAC gets postponed, agencies tell C&IT what they are doing to meet the challenges posed by the outbreak.

IBTM APAC 2020 postponed over coronavirus

IBTM APAC 2020 postponed over coronavirus

Organisers have postponed the inaugural IBTM Asia Pacific due to the Coronavirus outbreak.

How are incentive budgets changing in 2020?

How are incentive budgets changing in 2020?

Budgets increases come despite fears over economic uncertainty, according to the State of the Industry 2020: Incentives report.

MGM Resorts takes action over massive data hack

MGM Resorts takes action over massive data hack

More than 10.6million guests have had their data leaked after the cyber attack, according to reports.

APAC planners still 'use manual processes' for most of their tasks

APAC planners still 'use manual processes' for most of their tasks

Australian and New Zealander event planners need a more technology-driven approach, according to new research by Cvent.

DICE launched to improve diversity at conferences and events

DICE launched to improve diversity at conferences and events

New charter aims to eliminate 'manels' and offers guidelines for making events more diverse, on and off stage.

Are experiential food and drink incentives on the rise?

Are experiential food and drink incentives on the rise?

Planners reveal what food and drink experiences clients are increasingly requesting, in the C&IT State of the Industry: Incentives report.

LATEST JOBS