The Brief
In November 2020, Noble Events organised a broadcast reveal and two-day media test drive event to introduce the all-new 2021 Chevrolet Tahoe to 16 regional motoring journalists.
The primary objective was to generate high-quality product reviews, highlighting the SUV’s unique selling points in two contrasting environments: city roads and desert terrain. Working with a minimal budget, Noble Events was tasked with designing a cost-effective yet impactful event that aligned with the brand’s goals and delivered a memorable experience.
Location & Venue
The off-road and on-road routes needed to start from the GM Training Centre, with the driving route designed to maximise the Tahoe’s capabilities within a 45-minute radius. Noble Events identified Al Maha Desert Resort as the ideal destination, offering a premium yet budget-friendly option.
The resort’s surrounding dunes provided an excellent off-road driving environment, while its private dining area allowed for a safe and exclusive lunch experience. This location perfectly balanced the need for Covid-secure measures with the premium feel required for the event.
The Schedule
The day’s itinerary was meticulously planned to provide an engaging and seamless experience:
- Morning Session at GM Training Centre
- Guests arrived to a welcome briefing and vehicle presentation.
- Refreshments were served as the drive team prepared the vehicles.
- Driving Experience
- Journalists departed from the Training Centre in convoy, following a carefully curated route to Al Maha Desert Resort.
- The group was split into two rotations:
- A 60-minute off-road driving experience, showcasing the Z-71 trim’s capabilities.
- Time with a display car for filming and creating individual content.
- Lunch at Al Maha Desert Resort
- Guests enjoyed a three-course set menu in a private area with stunning views of the desert and oasis.
- Return Journey
- Following the activities, attendees drove back to the GM Training Centre, where the event concluded.
Verdict
The Chevrolet Tahoe event was a resounding success, meeting both client and media expectations:
- Client Satisfaction: Chevrolet was impressed by the premium execution despite budget constraints. The event was among the first post-Covid media drive events for GM, setting a benchmark for future activations.
- Media Feedback: Journalists appreciated the thoughtfully planned drive route, the attention to detail, and the premium lunch experience.
Noble Events’ ability to deliver a high-quality event on a limited budget showcased their expertise in creating impactful and resourceful solutions.
As Senior Event Manager Jenny Homer reflected, “It is so great to be back delivering live events, especially in a location as spectacular as Al Maha!”