Interactive Tour Management for Car Manufacturer
The Range Rover Evoque went on sale in the final quarter of 2011. To promote its all-terrain capabilities, a three month ‘Urban Adventure Tour’ was developed in 2013. The tour called at various major European cities including Rome, Cannes, Frankfurt, Odessa and Kiev.
Toolshed Communications provided the tour management and organised the setup and smooth running of the live shows. This included the opportunity for visitors to accompany experienced drivers in the Range Rover Evoque as they completed a circuit on an all-terrain track. This demonstrated the adventurous, urban side of the vehicle – and the follow-up from the event was that the experience left passengers ‘thrilled and breathless!’
A team of parkour free runners were also used to draw a crowd. They jumped over the cars and track to showcase the similarity between free running and the Evoque’s off-road capabilities. The live show was themed on heroes and villains – the car, of course, being the hero and the free runners the villains.
As a long haul international tour, the production kit included a show trailer, terrapod, car transporter, eighteen tonne kit truck and three crew cars – all of which had to be transported to a range of locations. This was an exciting and challenging project that brought thrills and a genuinely interactive element to the launch. The tour really got to the heart of the brand and made the new model’s key features come to life.
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