Motoring in Motion - A New Experential Opportunity for Vehicle Manufacturers


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SYDNEY – Jan 15, 2014: Brand Events Australia has today announced a new experiential concept for vehicle manufacturers and motoring enthusiasts called Motoring in Motionwhich will take place for the first time at Top Gear Festival Sydney in March 2014.

Motoring in Motion will offer manufacturers the opportunity to showcase their brands and products in a dynamic fashion and offer visitors of Top Gear Festival Sydney the chance to test drive the latest vehicles and participate in exciting activations across the Festival site.

Jaguar, Holden, Toyota, Subaru and Volvo have already signed up to be involved in Motoring in Motion at the Festival which takes place at Sydney Motorsport Park on 8-9 March 2014.

Event Director Chris Secker is excited by the prospect of creating an event that allows vehicle manufacturers the opportunity to show their wares in a more interactive format.

“We have spent time meeting with manufacturers to try and understand the best way to offer a new and outstanding experiential opportunity at Top Gear Festival Sydney.

“The creation of Motoring in Motion is significant as it will offer manufacturers greater integration into the event than previously. There are so many different opportunities now at the Festival for vehicle manufacturers, from on-track content inclusions to car launches and test drives.”

Jaguar is one of the brands taking advantage of live content opportunities, creating a special procession featuring a selection of their vehicles.

Mark Eedle, Brand Manager at Jaguar said, “We are always looking for opportunities to engage with customers and show just how great the range of vehicles is, Motoring in Motion and Top Gear Festival Sydney allow Jaguar to do that in an engaging fashion.”

Manufacturers also have the opportunity to create brand activations across the Festival site, providing visitors with exciting activities to participate in free-of-charge. Ticket-holders will have the chance to experience the Toyota Landcruiser Off Road Challenge where they will be fitted with heart monitors and sent out for rides on a custom built off-road course.

Festival-goers can also get involved at the Toyota 86 Playground where they will attempt to sing a chorus of a classic power ballad song while being whisked through the gears in a Toyota 86 on on the skidpan.

Brad Cramb, Divisional Manager Marketing for Toyota said, “Motoring in Motion offers us the opportunity to showcase our range of cars in a dynamic fashion.

We're particularly excited to have our 86 sports cars available to provide passenger hot laps on the custom made 86 race track. This will add a new dimension to the term 'Waku-Doki', or in other words, heart stopping excitement."

Mr Secker also announced that Motoring in Motion will consist of an exclusive media day on Friday March 7, with dedicated time for each of the brands with invited guests.

“The media day is a key part of Motoring in Motion allowing manufacturers time with invited media before consumer interaction over the weekend, and what’s exciting is that some brands are going to launch cars at the media day. We believe there is potential to grow this into a very positive experience for vehicle manufacturers for years to come.”

The event will also host the launch of Subaru’s new WRX with knuckle-whitening rides available for visitors on the Figure of Eight Circuit. Andrew Caie, General Manager Marketing, Subaru, is looking forward to launching the new WRX as part of the inaugural Motoring in Motion.

“Top Gear Festival Sydney and Motoring in Motion is a great way for us to show the next generation WRX to real car lovers in a way that allows them to experience the car and understand how and why it is designed to get the pulse racing,” Mr Caie said.

Mr Secker said another drawcard of the event is the ability to facilitate dedicated track time for vehicle test drives.

“All manufacturers will be offering test drives or passenger rides on the South Circuit at Sydney Motorsport Park, with each manufacturer guaranteed over 100 test drives over the course of the weekend.”

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