H.R. Owen Group Drive Programme
DISCIPLINE
Events – Qualified prospects drive event
Partnerships – Creating prospect pools
CRM – Customer profile building
Brand – Group brand event kit to create customer engagement
TEAM
Toni, Annlouise, Andy, Rebeka, Amanda, Sarah
Founded in 2013, Tonic is behind the success of H.R. Owen’s renowned Group Drive Programme; the only multi-marque supercar drive event of its kind.
The programme represents a sales-led, adrenalin fuelled range of drives at the best tracks and closed roads in the country including iconic sites such as Goodwood, Millbrook, Longcross and Oulton Park.
The programme hosts over £3-million worth of luxury cars at each event, and invites over 70 prospective customers. Strong conversion to sales ratios averaging 30% and increased Group brand recognition has ensured these events remain on the calendar year after year.
Managing all elements including track sourcing and site visits, providing pro-drivers, hosts and drive-coordinators, organising catering, branding and event styling, risk assessments and all customer facing documentation.
AIM
Hot housing qualified prospects to convert to sales through an extended test drive experience.
“Tonic masterminded events and brand partnerships at H.R. Owen between 2010 to 2018 and produced exceptional experiential campaigns and brand activity for some of the world’s leading luxury automotive brands. Tonic Collective worked across a wide range of specialisms including our group brand development, branded materials, logistics and executed high profile events delivering a quantifiable return on investment. Tonic Collective come highly recommended.”
Marketing Director, H.R. Owen
Discover similar work
The London Motor Show
DISCIPLINE
Events – Automotive exhibition
CRM – Prospecting with data capture
Brand – Multi-marque stand design
TEAM
Toni, Annlouise, Andy, Rebeka, Amanda, Sarah
When The London Motor Show returned to the city, H.R. Owen wanted to have a dominant presence in the luxury pavilion, being the biggest dealership of luxury cars in London.
Negotiating stand contract and branding at The London Motor Show, including complimentary tickets and VIP customer invitations.
Creating stand concept including layout, design, branding and build management along with staffing and hospitality management.
Combining bold design and functional hospitality space, the stand had a multi-marque approach unified under a strong H.R. Owen group brand – resulting in it being called the stand of the show.
AIM
Dominate the luxury pavilion at The London Motor Show with an impactful presence that units the different luxury marques under the H.R. Owen Group brand.
“Toni masterminded events and brand partnerships at H.R. Owen between 2010 to 2018 and produced exceptional experiential campaigns and brand activity for some of the world’s leading luxury automotive brands. Tonic Collective worked across a wide range of specialisms including our group brand development, branded materials, logistics and executed high profile events delivering a quantifiable return on investment. Tonic Collective come highly recommended.”
Marketing Director, H.R. Owen
Discover similar work
The Boodles Sponsorship Management
DISCIPLINE
Partnerships – Sponsorship negotiation & management
Events – Customer hosting and test drive event
Brand – Designs for branded collateral
PR – Press hosting
CRM – Sales leads management
TEAM
Toni, Paul, Sarah
Negotiating and delivering a major client sponsorship deal of ‘The Boodles’ exclusive grass tennis tournament at 5-star Stoke Park hotel.
Creating tennis themed concepts featuring ‘Italian versus English marques’ on a supersized car-court and displaying tennis racket shaped silent salesmen with automotive/tennis trivia.
Promoting and choreographing VIP test drives and celebrity player chauffeuring with a fleet of over 30 branded cars as well as managing all sales leads.
Securing press coverage with hosted press activity.
AIM
Leverage The Boodles sponsorship agreement to optimise investment and maximise brand visibility.
