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
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Summer Season Pop-Up Events
DISCIPLINE
Events – Planning & management
Brand – Collateral development
TEAM
Toni, Annlouise, Amanda, Andy
A summer season of pop-up events was choreographed at some of the most prestigious automotive and hospitality events of the summer calendar, including Henley Festival, Salon Privé and CarFest.
Each event was styled using branded elements to create welcoming and comfortable break-out spaces in the midst of the event crowds. Customers and prospects were hosted by knowledgeable brand ambassadors who provided hospitality, in-car tours and captured lead data for showroom follow-up.
AIM
Engage with Aston Martin customers and prospects at summer events within the catchments of Cheltenham and Reading.
“The Tonic team nailed the brief and made it look easy! They brought the Aston Martin dealer group brand to life and made us stand out from the crowd without breaking the bank. Our presence at Henley, CarFest and Salon Privé looked great but importantly they created an environment where we could capture quality leads and relax with our customers.”
Aston Martin Marketing Manager, H. R. Owen
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70th Anniversary Celebrations – London Convoy Drive
DISCIPLINE
Events – Customer convoy drive event
Events – New car launch event
PR – Content creation
TEAM
Toni, Annlouise, Paul, Andy, Amanda
A celebration worthy of one of the world’s most iconic brands.
70 customer and manufacturer supplied cars descended on London as we closed a Westminster road to accommodate this private gathering before driving in convoy to Hedsor House for a garden party.
The following night saw the launch of the Ferrari 812 superfast at the showroom, with over 150 customers present.
AIM
To organise a Londoncentric convoy drive for the Ferrari 70th anniversary as part of a global brand activation.
“There are many reasons we’ve loved working with Toni and her team. Most importantly we get consistently glowing feedback from customers who attend Tonic organised projects. Also, and crucially for the bottom line, campaigns with Tonic always return fantastic results in sales and build on our reputation for being the best in the business at what we do. In the year we were awarded Global Dealer of the year, Tonic Collective devised and executed a campaign of 70th anniversary events including closing a road in central London to great acclaim. They ‘get’ our business needs, they ‘get’ our brand and they always go above and beyond. They are a true extension of our team and I can’t recommend them highly enough.”
Ferrari Marketing Manager, H. R. Owen
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Ferrari Christmas Party
DISCIPLINE
Events – Customer event
Partnerships – Coordination with brand partners
Production – Audio visual
TEAM
Toni & Annlouise, Andy
We’ve built a reputation with Ferrari customers over the years for throwing some of the best Christmas parties.
We transformed the showroom into a white Christmas wonderland with reindeers on the windows, snowflake swirling lights, Christmas outfits for hostesses and waiters, snow-covered decorations and a Photo Grotto creating magazine style photo shoots with festive props.
Verve Clicquot provided the bar as part of a partnership arrangement as well as some branded collateral and a table football game. There were also festive hot canapés, a DJ, close up magician and of course a host of Ferraris to add to the Christmas wish list.
AIM
Create a non-sales focused ‘relationship building’ event to deliver the best sales results, while providing a relaxed environment to engage customers.
“There are many reasons we’ve loved working with Toni and her team. Most importantly we get consistently glowing feedback from customers who attend Tonic organised projects. Also, and crucially for the bottom line, campaigns with Tonic always return fantastic results in sales and build on our reputation for being the best in the business at what we do. In the year we were awarded Global Dealer of the year, Tonic Collective devised and executed a campaign of 70th anniversary events including closing a road in central London to great acclaim. They ‘get’ our business needs, they ‘get’ our brand and they always go above and beyond. They are a true extension of our team and I can’t recommend them highly enough.”
Ferrari Marketing Manager, H.R. Owen
