INEOS Automotive Experiential Tour
The World’s Greatest 4x4 Launches in North America
Sir Jim Ratcliffe could not find the ideal 4x4 vehicle to his liking. So, he decided to create it. From scratch.
Thus, the INEOS Automotive Group was born, and the INEOS Grenadier came to life. After becoming a quick cult classic in Europe, it was time to launch it in North America with an engaging experiential prototype tour that catered to reservation holders and media. (After all, North American reservation holders had yet to see one in person.)
INEOS Automotive Group chose JACKSON to lead this Grenadier prototype tour in North America. The tour needed a deft combination of logistics prowess, off-road and overlanding expertise and experiential and hospitality know how.
Staging the Ultimate Ride & Drive
Even though the INEOS Grenadier is the world's greatest 4x4, you can't just put it in a K-Mart parking lot and wait for it to sell itself. No offense to K-Mart.
JACKSON traveled across the country to find the greatest off-road trails (that needed to be near our target cities) and then planned and executed a ride-and-drive worthy of the Grenadier—one that showcased the fleet of prototype Grenadiers while also welcoming and entertaining attendees that weren't behind the wheel. This one-of-a-kind, themed hospitality included a safari tent, displays of accessories, merch, custom Jerry Cans, dining and a VIP lounge area.
Results
- 25% increase in North American reservation holders post-tour
- 8,000 vehicles sold with only 18 sales points
