Apollo on Tour

Event Management

The challenge

When Apollo Tyres wanted to launch its new range of tyres to prospective UK distributors, it needed to run a series of launch events that packed a punch and made a serious statement about its future plans.

Apollo needed to task a trusted external agency to manage everything from concept to delivery, to a high standard and within budget.

Having recently signed a multi-million pound sponsorship deal with Manchester United, the launch events needed to be organised swiftly, include a high degree of creativity, be well attended and bring great results.

The work

CJAM Group devised ‘Apollo on Tour’, three branded launch events at iconic UK venues – the Gherkin in London, Edinburgh Castle and Old Trafford, Manchester.

The event management was all encompassing, from branding and selecting venues to the finer logistics; timings, invitations, catering, transport arrangements and guest hospitality.

Our creative team arranged bus wraps for guest transport and turned Edinburgh Castle purple for the night to match Apollo’s corporate identity.  High-quality promotional materials were produced to support the launch, with AV presentations, delegate packs and individually personalised corporate wear for guests.

The results

More than 400 prospective distributors attended the launch events, exceeding Apollo’s ambitions and providing an excellent platform to expand into the UK. Stuart Jackson, Managing Director of Apollo Tyres, said: “With such an important launch, it was essential to turn to a team that we could trust.

“CJAM Group had the skills, creativity and energy to pull this off.  Even with a tube strike and unexpected issues beyond our control, everything was dealt with admirably and with great attention to detail.  Our guests enjoyed a fantastic, flawless experience which delivered all our corporate objectives. I couldn’t recommend CJAM Group highly enough.”