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Honda Motor Europe

From a 5-star quality track event in Qatar to a superb off-road riding in Sardinia

For the past 15 years, Noble Events has been proud to have partnered with Honda Motor Europe on all European press launches for track, scooter and off-road bikes.

Taking place twice or three times a year, each typically facilitating several waves of journalists from across Europe for a three day programme, Noble Events sources and secures locations, logistics, accommodation, entertainment and, importantly, on and off-road and track routes. Destinations and venues are hand-picked to best showcase the specific hero bike, keeping in mind flight access for journalists, riding capabilities, suitability for photo and video material and overall event experience. As example, in 2019, we partnered for the European launch of the Honda Africa Twin, a bike that had not been launched since 2015, to host top Motorbike press from all over Europe.

Originally slated to take place in South Africa, a last-minute client decision saw the desired location move to Sardinia, prompting quick thinking and creative solutions as time was tight for planning and execution.

To keep the spirit and adventure of the Africa Twin running through the event, the final location needed excellent road and off-road routes and a hotel venue and event base that was in keeping with the brand and bike – adventurous yet luxurious. Finding a hidden gem, Hotel Ollastu, the hotel ticked most boxes. Still, through close negotiation and planning with the hotel owners, additional infrastructure was put in place, such as building a large garage area, putting up fencing and running power and water to the site, the bungalow-style boutique hotel transformed into the perfect location.

With a three-day itinerary that incorporated a brand Presentation, an Adventure Sports with Electronic Suspension on-road test ride (MT and DCT)  and Africa Twin Adventure Sports and Africa Twin on-road and off-road test ride (MT and DCT) and social elements such as welcome drinks and dinner, lunch at the Farmhouse Monte Pirastru, a BBQ Dinner at the hotel and Lunch at Farmhouse Li Paduleddi in Olbia, routes were created to show off the bike brilliantly. Locations were chosen to carry through the Africa Twin adventure feel.

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By contrast, in Q1 2020, together with Honda Europe, we hosted over 80 motorbike journalists from Europe and the US at the Losail International Circuit in Doha, Qatar, for the launch of the Fireblade.

With almost 100% guaranteed good weather, an internationally renowned track and 5-star hospitality with delicious dining experiences at the W Doha close by, Qatar proved to be the perfect place to hold the prestigious event and highlight the Fireblade brilliantly.

The fantastic pairing of all three elements gave guests a unique experience both on and off track, with pit garages converted into a media lounge, changing rooms, coffee bar and photo studio, utilised on the second day for the Fireblade track testing sessions and presentations.

Formal and casual social dinners and accommodation across the two days were hosted at the W Doha, a venue emulating the strong look and feel of the bike.

Superb modern venues, amenities and an all-in-one location proved positive for journalists and the event team, stating that not only was the track perfect for testing the handling of the bike but made the event flow flawless.