Vauxhall creates branded events and festival

Tue, 23 Feb 2010 | By Rosie Baker

VXR Power Events includes a schedule of track days, sprint nights, road trips to Nurburgring and Le Mans and the VXR Power Festival which aim to demonstrate the strength and breadth of the VXR product line-up and market the VXR brand to owners, potential owners and car enthusiasts.

Andy Gilson, Vauxhall marketing director says the Power Events series has been created as the racing brand moves away from its involvement in British Touring Car Championship (BTCC) racing to community based interaction to leverage the social interaction with the brand.

The car manufacturer plans to make Power Events an annual event similar to a music festival but for car enthusiasts.

The events will be promoted through a digital campaign with email marketing and via the VXR Forum, as well as a direct mail campaign.

The events will run between April and August 2010 culminating in the Power Festival at Silverstone, a two-day event during the August Bank Holiday

Spread across five airfield venues, the VXR Sprint Nights will give drivers the opportunity to test their driving skills in timed 0-60 and quarter-mile challenges and to set the fastest time on a specially designed autotest course.

Vauxhall will supply the cars for each activity, while VXR owners will also be able to put their own cars to the test.

Vauxhall is also holding VXR Karting Challenges, a calendar of team endurance racing, throughout the summer with the final being held at the Power Festival.

Gilson says: “VXR continues to be a key component of the Vauxhall brand. With VX Racing’s BTCC campaign now finished, it’s important that we continue to reinforce the success and excellence of our VXR models, and engage both existing and prospective customers at activities like these.”