The event was a broadcast reveal of the all-new Chevrolet Tahoe, followed by two days of media test drives in November 2020 for 16 members of the press.
Noble Events’ main objective was to generate good quality product reviews by media, highlighting the USPs of the SUV in two environments, the city and the desert. Per the client’s request the event needed to remain very basic yet efficacious in terms of achieving the objective in the most cost effective way.
The purpose of this event was to introduce the all-new 2021 Chevrolet Tahoe to regional media in the Middle East. Knowing that our budget for this event was very minimal, Noble Events looked at a way to conduct a non-traditional drive event for our regional motoring journalists to test drive the new Tahoe on the road and off the road.
Although the off road and on road routes were predetermined by the client, Noble Events needed to find a suitable centre that could be inline with the product, yet Covid-secure. Al Maha Desert Resort provided the perfect location as the surrounding dune area allowed for good drive experience, being a premium but cost-effective private area for lunch.
Note; the client didn’t predetermine the route, they decided we had to always start from the training centre meaning we had to come up with the route (with good off-roading) within 45 minutes of the training centre.
Guests arrived at the GM Training Centre in the morning, receiving the vehicle presentation and briefing. Arrival refreshments were served whilst the drive team prepped the cars for the drive portion.
The media guests followed the adventurous route out of Dubai, as a convoy, to Al Maha where the activities and lunch would take place. They were split in to two groups and participated in rotating activities:
- 60-minute off-road driving experience to test the Z-71 trims capabilities
- Time with a display car to film piece-to-camera / individual content
Following this the guests enjoyed an exquisite sit-down 3 course set menu in a private area overlooking the stunning desert and oasis views. Afterwards they drove back to the Training Centre where they were able to depart.
The client was very pleased with the event, as were the Noble Events team and media guests. In particular, Chevrolet were impressed with how premium the event was for the low budget they gave.
Additionally it was one of the first media drive events to take place post-Covid for the brand, and the first for GM.
Our Senior Event Manager, Jenny Homer, was organised the exceptional experience, said, “It is so great to be back delivering live events, especially in a location and spectacular as Al Maha!”
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