Event Case Study 1

What Renault wanted from the Concorde Experience
A three day event for the press launch of the new Renault Modus. Renault's press and events team chose the Concorde Experience as a suitable idea for attracting journalists from around the UK. The three days included test drives of Renault cars as well as key elements of the Concorde Experience VIP package.

How it worked
Pre-event, each journalist was sent an itinerary and a personally named Concorde Experience boarding pass overprinted with the Renault logo. On arrival each guest was 'checked-in' and offered a canapé breakfast with coffee in the marquee alongside Concorde. This was dressed to resemble a VIP departure lounge. Renault cars were displayed under Concorde's fuselage and wings. The journalists were invited to test drive a range of new models using the roads around Manchester Airport.

Midway through the morning they came back to the VIP lounge before being escorted to the DC-10 seminar suite. Here they were greeted by the Concorde Experience stewardess and offered a glass of Champagne before taking their seats to watch a couple of short nostalgic video presentations about Concorde. They were then escorted to Concorde and given a facts and figures tour around the outside of the aircraft before boarding for a further presentation about the aircraft and who flew on her. On their way out each had the opportunity of having their photo taken in the pilot's seat. All were then whisked off in a fleet of Renault Espaces to the nearby Radisson SAS Hotel, Manchester Airport for a five course lunch, the menu of which was a re-creation of that served on board Concorde when in flying service.

After lunch the journalists were given the option to return to Concorde and to the cars for further test drives.

What Renault achieved
98% attendance, first class feedback from their guests and extensive press coverage.

“One of the most pleasurable, memorable and quite moving experiences of my career ."