After all, exhibitor space at Goodwood is anything but cheap – the cost of designing, building and running a stand at the event costs some brands as much as £1m; and from concept to implementation, involves an extremely high level of investment across all levels of brand and agency partnerships.
However, the unique environment Goodwood presents – taking place on a landmark site for motor racing, surrounded by both car marques and iconic models from all points in automotive history – is an ideal place for consumer brands to engage in a form of experiential storytelling.
The products, of course, play a large part in this story – with iconic models positioned alongside high-concept, futuristic designs – but the creation of an experience which ties into the core brand message in a meaningful, unique way – resulting in a genuine connection between visitor and brand.
For the automotive sector in particular, this is a great opportunity – ranked 8th in an Aesop poll on brand storytelling, the industry as a whole should capitalise on events in which brand narrative is the key focus. This environment – which attracts consumers from the sector’s core demographics, as well as their established fans – presents an unparalleled opportunity for brands to create a finely-tuned, powerful and memorable new narrative.
In other words, at Goodwood it is possible for brands to both support and challenge the ways in which they are perceived by engaging with their brand history, presenting new models and innovations, and developing an immersive experience around the brand to draw in interested consumers – and at the 2014 event, brands across the automotive sector demonstrated just how powerfully this could be done.