As the Goodwood Festival of Speed 2024 approaches, the TRO team shares strategies for brands to stand out from the crowd. Every year, the Festival in Chichester, West Sussex, attracts the biggest car brands and racing figures for an action-packed weekend.

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Brands Can Stand Out | Goodwood Festival of Speed Tickets

What makes this event so special is the transformation of the estate into a bustling hub of car brands, racing, lifestyle shops, and food vendors. It’s not just an ordinary car event; its unique charm lies in the wide array of experiences offered to the public.

Everyone recalls when Ford allowed people to jump from the second floor of their stand to feel ‘the thrill of electric acceleration,’ or the classic attractions like the Jaguar Drifting Experience and the Land Rover Assault Course. These interactive experiences captured the attention and engaged visitors.

However, in recent years, there has been a shift towards a more traditional motor show approach, focusing more on the latest cars and less on the stories and experiences that make the brands memorable. This shift makes it harder for brands to stand out and truly connect with their audiences.

The most successful stands at the festival embody the stories the brand wants to tell. By delving into the brand’s values and core messages, you can shape a narrative that truly resonates. For example, MINI’s 60th birthday celebration at Electric Avenue featured a 60s-themed street where each area told an authentic story, from a classic sweet shop to Murdock Barbers.

Creating Standout Brand Experiences at the Goodwood Festival of Speed 2024

The careful curation of each element within the stand ensured that every visitor experienced a nostalgic journey through MINI’s history while also getting a glimpse of its electric future. Similarly, BMW’s 2022 stand showcased its partnership with national parks. Immersing guests in a micro forest that highlighted their sustainability goals, making the Stable Yard a must-visit destination.

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Goodwood Festival of Speed Tickets | Creating Standout Brand Experiences

This stand didn’t just display cars; it told a story of innovation and environmental responsibility, showing how each technological advancement brought BMW closer to achieving its green objectives. The integration of natural elements with the sleek, modern design of BMW vehicles created a powerful visual and emotional impact, leaving a lasting impression on the visitors.

Understanding how audiences interact with the brand and identifying the niches, subcultures, and rituals around the brand and its products can help craft interactive touchpoints that feel authentic and build anticipation.

For instance, to celebrate 50 years of BMW Motorsport. We created a dynamic space that embodied the energy and thrill associated with the iconic marque. This space was designed with an open, meet-up style layout that encouraged exploration and interaction.

The activities within the space reflected the high-octane nature of BMW Motorsport. Including beatboxers, competitive SIM racing, high-energy DJ sets, and the live-streamed of the first-ever BMW M3 Competition Touring car.

Each element was carefully chosen to enhance the overall experience. Creating a vibrant atmosphere that made visitors feel like they were part of the BMW Motorsport culture. Once you stepped onto the stand, you couldn’t help but feel part of that BMW street culture.

Elevating Brand Presence at the Goodwood Festival of Speed 2024

With the biggest car brands at one event, each brand’s unique personality can shine through its choice of location and how it uses that space. Location choice plays a central role in brand experiences, often becoming a key element of the story.

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Goodwood Festival of Speed 2024 Tickets | Elevating Brand Presence

Fans expect certain brands in specific areas, such as BMW at The Stable Yard, Rolls-Royce on the Laundry Green, and Porsche on The Hill. These locations become synonymous with the brands, and the challenge is to maximize the setting by using natural and built features to enhance the experience.

For example, Rolls-Royce’s stand on the Laundry Green takes advantage of the serene, picturesque environment, creating an elegant and sophisticated atmosphere that reflects the brand’s luxury image. On the other hand, Porsche’s integration of artistic installations by Chris Labrooy in 2023, including on the cricket green, broke the norm of their usual presence.

Accompanied by an electric orchestra, this innovative approach created more intrigue and engaged new audiences, showcasing Porsche’s creative and artistic side. These examples illustrate how the right location and thoughtful use of space can elevate a brand’s presence at the festival.

At an event with countless activities happening simultaneously, timing experiences perfectly is essential. Brands can create FOMO through creative programming, including surprise moments, notable talent, and product reveals.

Effective scheduling ensures that visitors have ample time to admire the products without feeling overwhelmed or distracted by too many activities at once. For instance, surprise and delight moments can include unexpected performances or guest appearances that capture the audience’s attention and create buzz.

Strategies for Brands to Shine at the Goodwood Festival of Speed 2024

Product reveals, especially those with a dramatic flair, can generate excitement and anticipation. Carefully planning these moments throughout the day can keep the energy high and ensure a steady flow of visitors. Additionally, incorporating interactive elements that encourage repeat visits, such as contests or challenges, can help maintain interest and engagement over the course of the event.

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Festival of Speed Tickets | Strategies for Brands to Shine

Goodwood Festival of Speed offers exclusive hospitality prospects and trackside seats for certain ticket holders, but not everyone has access to these perks. This creates opportunities for brands to add value for true fans, fostering loyalty and appreciation.

For example, Porsche’s owners’ car park provides not only fantastic parking but also showcases a sea of Porsches for all to admire, creating a sense of community and pride among Porsche owners. Simple amenities like seating, cover, or a live feed of the hill climb, paired with hospitality elements, can enhance the overall experience.

For instance, our BMW trackside seating has been a popular feature, offered to guests simply for showing their key. This small gesture creates a sense of exclusivity and appreciation, encouraging brand loyalty. Providing additional perks, such as refreshments or exclusive merchandise, can further enhance the experience and leave a lasting positive impression on visitors.

As the Goodwood Festival of Speed 2024 approaches, brands have a unique opportunity to create memorable experiences that stand out from the crowd. By focusing on storytelling, encouraging participation.

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