Building on their rich racing heritage, Jaguar wanted to showcase their new luxurious and technologically advanced cars. With the help of Mach 2 Management, Jaguar was able to secure several racetrack venues to support a seven multi-city tour, the Jaguar Driving Experience. The event was designed for current Jaguar owners, potential customers and race enthusiasts familiar with Jaguar's racing heritage. It was a venue that allowed the patron to enjoy vintage racing as well as test-drive Jaguars on a closed circuit autocross racetrack with professional drivers.
Mach 2 provided an experience that exposed a line of luxury vehicles to a specific demographic. With detailed planning, the program was successfully completed on time and under budget. Mach 2 believes that the planning stage is the most important ingredient to a successful event. In this case, track site visits, contract negotiation and sponsorship negotiation were a few of the important issues managed in the planning stages.
A centrally located hospitality tent was created to allow guests an opportunity to enjoy the race while provided with a continental breakfast and full course lunch service. Catering for approximately 1,000 people was established at each of the JDE venues.
Mach 2 staffed all aspects of each event, including greeters at the hospitality tent, professional drivers at the test drive locations, security, parking attendants, shuttle drivers and product specialists that were available to answer questions about Jaguar and its products. A team was also established for set-up and tear-down of the tent.
To manage time constraints and costs, Mach 2 personally transported all show-site materials to each of the event locations across the country. This was also beneficial in the security of the customized Jaguar properties including graphics, tents, road cones, tables, chairs, linens and other various logistical materials.
In order to gain measurable results from these events, exit surveys were distributed to guests to receive feedback regarding their experiences with Jaguar, the ride-and-drive and the hospitality. This immediate feedback proved to be a valuable tool to further enhance the guest's experience and future success of Jaguar.
