Peugeot uses live event to help grow new car sales

Alton Towers family fun day boosts Peugeot test-drives

Peugeot uses live event at Alton Towers to help boost new car sales
Peugeot uses live event at Alton Towers to help boost new car sales

Peugeot used a live event at Alton Towers in a bid to boost new car sales.

The car maker appointed agency Inside Track to run a family-focused ‘fun day' event at the theme park that aimed to get people to test-drive Peugeot vehicles.

Inside Track event director Vicki Gentle said the key to engaging potential customers was to "make the day work for everyone in the family".

"With the day focused on children, it was far easier for parents to take half an hour to experience a new car with the promise of rides and activities for the children afterwards," she said.

Prospects were given the opportunity to test-drive any of Peugeot's models and the firm deployed brand ambassadors to answer questions during the recent event.

Staff used i-Phones to record information on prospects, capture feed-back, and handle queries from potential customers.

"There's a trend to get customers to buy into brand values rather than make their decisions on cost," said Gentle.

Peugeot marketing partnerships and events co-ordinator Catherine Bowles added: "Inside Track was instrumental in the success of this event."

Have you registered with us yet?

Register now to enjoy more articles
and free email bulletins.

Register now
Already registered?
Sign in
Case study: DHL's employee of the year event in San Francisco

Case study: DHL's employee of the year event in San Francisco

Part five of our State of the Industry: Corporate Report is an in-depth look at DHL's big three-day event for its staff.

5 hotels for inspiring incentives in Italy

5 hotels for inspiring incentives in Italy

Our pick of elegant Italian getaways for exciting activities, captivating cuisine and stunning scenery.

UK businesses spending 22% more on incentive travel

UK businesses spending 22% more on incentive travel

Research also finds increased investment in employee experiences worldwide, in response to concerns for wellbeing.

How to use live events to revitalise a brand

How to use live events to revitalise a brand

Any product can be given a new lease of life with the right kind of event, says UKSV's Neil Coombes.

Popular and emerging destinations for corporate events

Popular and emerging destinations for corporate events

Part four of the State of the Industry: Corporate Report asks which cities are favoured by event planners.

In pictures: C&IT US Forum 2019

In pictures: C&IT US Forum 2019

Event planners from North America came to Chewton Glen for two days of meetings, content sessions and activities.

Case study: Avon's Circle of Excellence 2019

Case study: Avon's Circle of Excellence 2019

Venues and Events International organised a 'once in a lifetime' trip to Monaco and the Champagne region of France.

New client account manager for Brands at Work

New client account manager for Brands at Work

With seven years of events experience, the agency's most recent hire will develop new client relationships.

The top challenges for corporate event planners

The top challenges for corporate event planners

Part three of the State of the Industry: Corporate Report finds the biggest hurdles include measuring the ROI of events.

Dear C&IT: Venues must be more reasonable

Dear C&IT: Venues must be more reasonable

Charging significantly more for special dietary requests is bad practice, argues Inntel's Douglas O'Neill.

LATEST JOBS