Client
Aston Martin Lagonda
Event
Cheltenham Festival 2024
Date
March 2024
Location
Cheltenham Racecourse
Services Delivered
Noble Events was responsible for the comprehensive management of chauffeuring services during the Cheltenham Festival 2024. This included:
Coordination and management of 15 DBX707 luxury cars for VIP guest transportation.
- Strategic placement and scheduling of experienced personnel to manage guest arrivals and departures smoothly.
- Consulting on operational logistics to enhance the guest experience from point of arrival to departure.
- Negotiation and implementation of revised chauffeuring protocols to accommodate both Aston Martin and Ellenborough Park guests, ensuring a seamless transition between various transportation points.
Overview
Aston Martin Lagonda entered into a new partnership with The Jockey Club for their first appearance at the Cheltenham Festival in 2024. Noble Events was tasked with managing the high-profile chauffeuring service, utilising a fleet of 15 DBX707 cars to transport approximately 300 VIP guests daily to the racecourse from the on-site helipad or from Ellenborough Park, a luxury hotel situated close by.
Objectives
The primary objective for Aston Martin was to generate strong sales leads and establish a significant brand presence as the Jockey Club High Performance Partner. This partnership was planned as an annual engagement covering four major events throughout the year.
Outcomes
Aston Martin's participation at the event was a resounding success, with positive feedback from all parties involved. The efficient management of the chauffeuring services by Noble Events was pivotal, allowing Aston Martin staff to focus on their core responsibilities without concern for logistical issues.
"The Noble Events team were absolutely fabulous to work with at the festival. It was a great help to have such an experienced team working with us on our first year working at Cheltenham Festival!"
Abbie Major
Aston Martin
Conclusion
The collaboration between Noble Events and Aston Martin Lagonda at the Cheltenham Festival 2024 not only met, but exceeded client expectations. This event set a strong precedent for Aston Martin’s annual partnership with The Jockey Club, significantly contributing to the brand’s visibility and sales success. This was evidenced by the immediate sale of not one, but two Vantages following the event with further sales expected in the pipeline.
