Lodestar delivers ‘COVID-proof’ launch events for Alfa Romeo & Abarth

Lodestar delivers ‘COVID-proof’ launch events for Alfa Romeo & Abarth

19 October 2020

Event management and logistics specialist Lodestar Experiential, based at Silverstone Park, has re-commenced delivering live promotional events for major automotive brands – its first since the coronavirus pandemic effectively put industry activity on hold.

A customer and media launch for Alfa Romeo’s new GTA model – designed to celebrate the legendary Italian manufacturer’s 110th anniversary – was staged against the dramatic backdrop of Garsington Opera Pavilion in Stokenchurch, Buckinghamshire.

The Lodestar team was then appointed by Abarth to plan and deliver a media drive event for two new special edition Abarth 595s – the Scorpioneoro and the Monster Energy Yamaha – at the iconic Shelsley Walsh motorsport venue in Worcestershire.

The company’s Tom Harold explained: “March through to September would normally be our busiest period, planning and delivering events across the country for clients including Jeep, Fiat, Alfa Romeo, Mitsubishi and BMW. Of course, 2020 has been anything but typical with all events effectively cancelled during the initial lockdown.

“So we used this unexpected and unwanted spare capacity to clean and perform maintenance work on the various hospitality rigs and event branding kit we store and manage at our Silverstone Park premises.

“We also focused on generating proactive proposals around COVID-proof car launches and test-drive programmes, and responded to a reduced but steady stream of project tenders for our predominantly automotive client base.

“Fortunately, our winning responses to a couple of these tenders coincided with the government lifting some restrictions in relation to live events and, at the end of July, we delivered our first live event in almost six months.”

Impressively, the Lodestar team just three weeks to deliver each event once signed off by Alfa Romeo and Abarth.

Tom continued: “Alfa are limiting the GTA to just 500 models, so the event needed to be as special and exclusive as the car itself. Equally, we needed to ensure the format met and exceeded wherever possible the various safety measures required to mitigate the risk of the virus spreading.”

He added: “By the time of the Abarth event, permitted guest numbers had further reduced to just six so we opted to run two half-day programmes. The event format comprised a socially distanced product presentation, a driver training session and a driving experience up the Shelsley Walsh hillclimb course.”

Meantime, Lodestar’s graphics design and printing shop inside its 5,700 sq ft premises has been kept busy, delivering event branding and management services for various Jeep and Abarth Owners Club events, whilst its trailers have also been used to help neighbouring businesses on site.

Furthermore, Lodestar recently deployed its fleet of vans to support the local PPE effort with food charity drops.

To enquire about Lodestar’s services: Email tom.harold@lodestarexp.co.uk or Tel 07736 908571.

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