Jack Morton in auto launch

Vauxhall launched its latest UK Astra model at Millbrook Proving Ground last month with a series of events produced by Jack Morton Worldwide and supplied by Nomadic Display.

Six half-day events took place at the Bedfordshire facility from 31 March to 7 April, around the theme of Make Your Own Minds Up. They comprised a series of workshops, presentations and test drives for the UK's 500-strong Vauxhall dealerships.

The aim was to provide an insight into the car's design. Jack Morton board account director Jeremy Garbett said he created an environment inspired by the Astra's form, a sense of speed and the excitement of driving.

Large-scale graphics on banner and pop-up stands were supplied by Nomadic to emphasise the design elements of the vehicle. Marketing presentations from Vauxhall designers were followed by in-depth workshops explaining the car's technical specifications before delegates headed out on to the manufacturer's private test track.

Garbett said: "We placed emphasis on the design story and created a dynamic programme that put all the evidence literally in front of the audience in order to lead delegates through a journey of self-discovery."

Nomadic was commissioned by Vauxhall to supply stands and graphics after a three-way pitch. After the launch, UK dealerships had the option to order the displays for their showrooms. Nomadic has received more than 50 orders to-date.

See European launch, p9.


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