event report 2011

8/4/2019 Event Report 2011

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2011 Event Report

Power and glory, Cholmondeley set to impressDaily Telegraph


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ContentsOverview

Event Summary

Facts and Figures

Event Sponsors

Attendance New Supercar Class

Track Highlights

Green-Car-Guide Live!

The Start Hospitality

Preview Friday

Saturday First competition day and Military Tattoo and Fireworks Concert

Sunday Final competition day

Action on the Mere

In the Air and Military Combat PowerMarketing

Media Highlights

Appendix: Visitor profile

Selection of media coverage

2011 Map

Congratulations truly remarkable atmosphere and programme

CEO Jaguar Land Rover


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Overview2011, the fourth year of the Cholmondeley Pageant of Power, was a considerable success. With the

, ,

and air making the event unique in the UK. On track, drivers of the very best historic and current

racing cars and bikes were invited to test their wits on the demanding sprint circuit. Cholmondeley

Mere was transformed into a white water frenzy as powerboats fiercely competed and air displays

dazzled, topping what is now the largest private helicopter fly in event in Europe.

Progressing from 2010, the programme was developed, the content improved and new features to

the events schedule were added. A significant development was the extension to three days. This

provided a Friday Preview Day where on-track activities labelled Magnificent Marques took centre

stage. Its strengthened Cholmondeleys relationships with contemporary car manufacturers and

made the event more relevant to younger audiences.

Another initiative was the partnership with Green-Car-Guide Live! and the new concourse dedicated

to electric, low carbon and fuel efficient cars. The exhibit included cars from a number of leading

manufacturers and was located within the Paddock Enclosure.

In general terms the event grew by a third in 2011, with larger numbers of exhibitors, sponsors and

spectators. Visitor numbers tipped over 50,000 with pre-booking sales up by 20%. Corporate

bookings were up 25%.

Cholmondeley Pageant of Power has now been recognised as a national event by manufacturers and

sponsors.

A truly wonderful weekend

Auto & Technik Museum Sinsheim


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Event summary

New three day format to include Fridays Magnificent Marques

New Green-Car-Guide Live! concourse

Racing car and bike entries from around Europe

New hospitality partnership with Chester Racecourse

New supercar competition class and rally stage for Group B rally cars

Largest British Army and RAF Combat Power assault demonstration

Largest gathering of inshore powerboats in the UK

Recognised as one of the largest private helicopter events in Europe

Considerable sponsorship growth

Congratulations truly remarkable atmosphere and programme

CEO Jaguar Land Rover


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Facts and Figures Total visitors 50,000

The Pageant was exceptional

Autocar

Advance tickets sales up by 20%

PR print media value achieved to date: 2,887,500

Hospitality bookings increased by 25%

Manufacturer presence increased by 300%

115% growth of sponsorship revenue

150 trade stands

80 car and bike clubs displaying over 1,200 vehicles

Combat Stress, Remount and other civilian charities raised 50,000


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Event Sponsors

Well done we all had a fantastic weekend.Mavis loved the trackCompetitor


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Sponsors Involvement ,

Bentley sponsor the main track event: the Coupe dHonneur,

Breitling sponsor a class in each discipline, (track, water and air) providing six

timepieces

Brewin Dolphin repeated their sponsorship of the Brewin Dolphin Racing Club whereentrants were entertained

New for 2011 was the Brewin Dolphin Lounge, a facility shared with Bentley, used for

entertaining VIP guests

New sponsors for 2011 included:

Ford Magnificent Marques

Jaguar Magnificent Marques

Michelin Michelin Car & Bike Pits

Morris Lubricants Morris Lubricants Car and Bike Clubs

A great event to be associated withBrewin Dolphin


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Attendance the general public Pre-bookin rates were u b 20% on 2010.

Preview Friday Saturday Sunday Total

6,850 26,300 17,300 50,450

Commissioned MOSAIC analysis of transactional data has helped identify the

characteristics of visitors in terms of: Socio-demographics

Lifestyles

Consumption patterns

Culture and behavior

In summary, CPOP visitors made up the following groups:

Professional Rewards, Careers and Kids and Rural solitude are highest

representative groups

Of these Professional Rewards accounts for the largest percentage of the

CPOP dataset: 21%

See the Appendix for more details

A very strong event which our clients loved

Barclays Corporate


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Attendance exhibitors x ors a en e or a ree ays w rom re urn ng n

150 tradestands

Stands taken by motor manufacturers up by 300%

Motor manufacturers and dealerships were located along the frontage of the Polo

Straight, offering prime viewing on one of the fastest sections of the circuit

Spectacular event- can we please book our pitch for 2012

MX5 Owners Club


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Attendance entrants

Wonderful job, wonderful atmosphere - fabulous eventDerek Bell

and professionals

The quality of entrants and content continues to impress

In 2011, we had an uplift of 85% in applications to participate

A significant contingent travelled from the Continent

Some well known competitors included:

Derek Bell Le Mans winner & Formula One driver

Juha Kankkunen Finnish former World Rally Champion

Tom Sykes World Superbike Championship rider

Andrew English Veteran motor industry journalist

Steve Cropley and Matt Prior Autocar journalists

Cholmondeleys strong relationship with Hall & Hall kept the Pageant

unique, featuring iconic and priceless cars from The Donington Grand Prix

Collection


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New Supercar Class Participants included private owners and motor manufacturers

A great opportunity for public to see our cars driven to their limit.

HR Owen Manchester

The field included cars from Top Gears Top 3 Leader Board:

Aerial Atom V8

McLaren LP4-12c

Bugatti Veyron Other competing cars included the

Lexus LFA

Noble M600

Jaguar XKR-S

Nissan GT-R

The Supercar Class was a real draw, especially in the car sheds where younger

visitors came to see their favourite cars close up

Public feedback was extremely positive


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Track Highlights

Cholmondeley is a two wheeled event worth leaving the house for

MCN

Sinsheim Museum entries including Bohmerland 3 seater and Brutus BMW Aero 47

litre

Nissan Juke two wheel stunt drive

Lindner Nocker E-Type Jaguar Supercars including Ariel V8 Atom, Nissan Leaf Nismo EV/RC and Noble 600

Bentley Continential Supersports ice speed record breaker driven by

Juha Kankkunen


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Green-Car-Guide Live! Hosted in conjunction with Green-Car-Guide.com this was a distinctly new feature

The only green event north of London

Green-Car-Guide.com

Market leaders exhibited energy efficient cars with next generation power

technologies

The exhibition was located on the cricket pitch and featured manufacturers that

included Nissan, Volkswagen, BMW, Jaguar, Incenti and Lexus


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The Start Hospitality ew venue or , re oca e o r ng w n e a oc nc osure

Very well received by all guests - 450 entertained by sponsors or corporate companies

The hospitality was delivered by Chester Racecourse company

Guests were entertained all day

Driver interaction enabled them to feel close to the action

Already recognised as one of the most exciting new hospitality venues in the UK

Bookings for 2012 are already being reserved

Congratulations on your success

Berkeley Law


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Preview Friday Magnificent Marques ,

Co-ordinated by BARC with over 160 laps achieved for guests

Fords guests included 40 journalists launching their new Focus Estate

Group B rally cars interjected with some serious showboating

Afternoon practise session for competitors 150 official press and 6,850 visitors

Friday was inspired a great day for us to entertain our clientsErnst Young


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Saturday First Competition Day orma compet t on starte on ot t e trac an t e mere

26,300 visitors

The Start hospitality venue fully booked with corporate guests

Presentations included:

- Launch of BAC Mono

- Best Heritage Jaguar, Show Trophy by Ian Callum, Jaguar Chief Designer

- Jaguar 50th Anniversary celebration sculpture prize giving

Filming by BBC & Granada broadcasts on lunchtime and evening news programmes

British Army and RAF Combat Power Assault and Search and Rescue demonstrations

Aerobatic displays

Powerboats racing

New Group B Rally car stage

Absolutely splendid weekendCholmondeley Toads


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Saturday Military Tattoo & Fireworks Concert ,

Last night of the Proms atmosphere with Manchester Camerata Orchestra, RAF fly

past, Military Bands and Royal Artillery Field Guns firing to accompany Tchaikovsky

1812 overture

Perfect weather balmy evening 200 black tie guests in support of Wingate Gymnastic Centre

An experience not to be missed

Concert goer


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Sunday Final Competition Day The Sunday activity mirrored Saturday

Visitor numbers of 17,300

Final Results

Breitling Fastest Lap Award: Nikki Faulkner,Lamborghini LP570-4 Performante Bentley Coupe dHonneur: Iain Stewart, Morgan 3 Wheeler Super Aero

Michelin Supercar Prize: Mark Higgins , Subaru Cosworth Impreza

Breitling Powerboat Final: Ben Jeff, JT250 Monohull

Breitling Tri-Services Helicopter Agility: RAF

It was a privilege to be involved in such a wonderful event

Competitor


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Action on the Mere The 25 acre mere allows the bi est atherin of inshore owerboats in the UK

A fantastic event for showcasing the diversity of powerboatsRYA

The RYA considers the event a fantastic arena to showcase their sport

On the Friday the water was open to a Try-a-boat programme to encourage new

entrants into the sport

The mere competition took place on Saturday and Sunday Complete cross section of racing with seven classes of boats including 11 year old

Ben Jelf, the new World Champion Junior Driver

Classes included:

Mono-Hulls: Junior, GT30, T850

P750 Thundercats

F4 Catamarans

James Bond Jet ski demonstration

Saturday and Sunday also included a 40 minute Search and Rescue demonstration

by RAF Valley


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In the Air

Breitling are proud to be involved with such a prestigious eventBreitling

o mon e ey s recogn se as e arges pr va e e cop er y n even n urope

Air displays included nine times British aerobatic champion, Mark Jefferies for the

Abarth Team

The Tri-Services helicopter competition was fierce between the RAF, Royal Navy

Fleet Air Arm, and British Army

Breitling sponsored the Tri-services. RAF were triumphant in winning the latest watch

Military Combat Power Assault Demonstration The Cholmondeley Pageant of Power features one of the biggest demonstrations of

British military combat power anywhere in the UK

It is enhanced by local Territorial Army units

Crowds on Saturday and Sunday witnessed a 40 minute battle re-enactment withlive combined arms attack onto a manned enemy position


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Marketing The marketing spend was planned with media specialists phd North

The media plan included:

450,000 inserts in Specialists Press (Octane, Top Marques, Motorsport News,

Evo etc.)

press ads with regional titles and specialist press (MEN, Classic & Sports Car)

TV ad within Granada region

online video pre-rolls with specialist sites: Dennis, Autosport, Fifth Gear

240,000 regional leafleting campaign through LDS

marketing at events ie. Race Retro, Classic Motor Show, Cosford Air Show

Additional coverage was achieved by working closely with our sponsors and car clubs

A great event for the North West

Visit Chester and Cheshire


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Media Highlights , ,

Total PR value, in print and online, 2,887,500

Total audience reach, all media: 65,171,801

Highlights included features on Top Gear, Granada, BBC Breakfast, The One Show

and Radio 2

Radio interviews included Smooth, Heart, BBC Regionals, Dee 106

Print and online coverage

CPOP was the northern launch for Fords Focus Estate

the journalists loved itFord Britain

Media typeAVE (advertisingvalue equivalent)

PRV (PublicRelations Value)

Reach (audience)

National

newspapers133,091 399,273 17,846,078

Regionalnewspapers

416,405 1,249,215 10,641,843

Consumermagazines 259,379 778,137 3,059,626

Businessmagazines

1,060 3,180 28,818

Internet 152,565 457,695 9,446,736

Total 962,500 2,887,500 41,022,801


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Appendix MOSAIC data

Media coverage

Map

Contact details

Cholmondeley Pageant of Power is a winnerAutocar


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CPOP Penetration Indices at Mosaic Group Level

Note: Base is Adults 18+

Over Indexing

Mosaic Groups


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Where are CPOP customers more prominent?


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Contacts

www.cpop.co.uk

James Hall Becci KannreutherEvent Director Sponsorshipt: 01829 772435 m: 07720 292940e:[email protected] e: [email protected]

Victoria Bell Cholmondeley Pageant of Power LtdSponsorship and Hospitality 4 Castle Farmt: 01829 772434 Cholmondeley

e: [email protected] MalpasCheshire SY14 8AQ

event report 2011

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