The ‘Ride the Škoda Summit’ experience aimed to highlight the automotive brand’s connections with cycling, which began in 1895 with the production of its first bicycle and, more recently, their 11-year association with the Tour de France as official partner.
The ten-metre high Škoda pavilion featured a 100-metre set of ramps, which visitors could cycle up on using branded bikes to reach the summit and enjoy views across to Goodwood House and across the festival site. Visitors to the stand also had the opportunity to win a VIP experience for this year’s Tour de France race.
Škoda invited fans to participate in the event by creating fantasy cycling teams online and tweeting messages of support, which are hand painted onto the bike ramps.
Other activities at the branded space included Tour de France cycling simulators, a winners podium with limited-edition medals and the opportunity to design the jersey that will be worn by the leader in this year's Tour of Britain ‘King of the Mountains’ classification.
Jane Huggins, director of A1 Events & Exhibitions, said: "For the past four years our challenge has been to make Škoda UK's participation at the Festival of Speed as innovative and engaging as possible and we are positive that this year's Pavilion has done just that again for Škoda."
Adrian Caddy, chief executive of Greenspace, added: "We were delighted to be chosen to create the Škoda Pavilion at this year's Festival of Speed. The idea to Ride the Škoda Summit came directly from the brand’s love of cycling and to encourage people of all ages to have fun and simply go for a ride."
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