INEOS Grenadier GCC Middle East Tour

Client: INEOS Automotive

The key objective for this event was to launch not only a new vehicle but a new automotive marque into the Middle East, something, we believe, was last seen over five years ago.

Our client’s brief was for a multi-centre tour, outdoor display, photography and videography shoots, and dedicated media, public and customer days. We worked closely with our client to understand the marque, brand and vehicle and were extremely hands on especially during the pre-campaign/early stages of the campaign’s delivery. The Middle East region was a complete unknown to our client so it was key that they were working with an event company who were extremely well versed in the geography, culture, nuances and idiosyncrasies of the region. Our MD’s 35 year background in working with automotive brands also gave INEOS confidence in our ideas and event execution and we rapidly built trust between us. Noble Events designed and created the four-month event schedule, working closely with selected companies/agencies to ensure their input/delivery of key elements. The event schedule covered all logistics for the vehicle, brand elements and guests for each event (private customer, general public and media events plus photography/videography shoots). Utilising the creative assets developed by George P Johnson, we built and delivered all branding elements whilst also completely designing/building/installing INEOS’s very first #NOFILTERDXB motor exhibition stand. After the first event and its success INEOS were very willing to be guided by us regarding all event ideation and logistics with them taking the lead as brand guardian. The event solution targeted both media and prospects, and was successful across all criteria, resulting in universally positive coverage for vehicle/brand through print and online channels. Proactive PR campaigns also allowed INEOS to build on strong customer interest levels resulting in leads and actual sales.