Background
JCT600 is one of the UK’s largest and most highly respected motor retailers, representing 18 of the world’s most iconic brands at 50 locations throughout Yorkshire, Lincolnshire, Derbyshire, Nottinghamshire and the North East. Dine have worked with JCT600 in Leeds since 2012 on a variety of events, including launches for Aston Martin, Maserati and Bentley.
Brief
JCT600 approached Dine to event manage their VIP reception celebrating the launch of the new Ferrari GTC4 Lusso – the updated version of the FF, which was the first four-wheel drive model the company ever produced.
Sue Leadbeater, Brand Marketing and Customer Relations Manager of JCT600 wanted the event to have an exclusive feel and for the catering to include an authentic Italian theme. Sue often attends events at Ferrari in Italy and she asked Dine to mirror some of the traditions that they have there.
The venue for the launch was the Brooklands showroom in Leeds.
Timings for the set up were quite tight and needed to be conducted in a way that didn’t disturb the client. The Dine team needed to set up from 3pm in order to prepare the food to serve at 6.30pm. As this was still during working hours, the team needed to be organised and discreet in order to avoid any disruption.
Dine provided full event management services, catering, drinks, flowers and furniture for the day.
Strategy
The Dine team arrived in the afternoon to set up a drinks station in the showroom and prepare the kitchen in the workshop, where the Ferraris are normally serviced. We also provided all of the kitchen equipment, such as ovens and hot cupboards to ensure that the food could be freshly prepared on site.
The Italian theme ran throughout; the Dine chefs created a menu of canapés which fused traditional Italian flavours with modern British classics. The menu included:
Parma Ham ‘Cannelloni’
Black Truffle, Wild Boar Sausage & Mascarpone
Tonno Con Marinata
Seared Tuna, Red Onion & Caper Marinade
Cold Pressed Olive Oil Dressing
Giant Tiger Prawns
Sesame Tempura Batter, Sweet Chilli Dip
Wild Mushroom Risotto
Served on a Spoon, with Truffle & Parmesan shavings
Mini Toad in the Hole
Caramelised Onions, Mustard Yorkshire Pudding
Glasses of Veuve Cliquot Champagne were served throughout the evening. Veuve Cliquot is a brand partner of JCT600 and the event was attended by some of the senior management from the company.
The dressing of the venue was classic and simple, based on black which is the signature Ferrari colour. High poseur tables were dressed in floor length black linen and decorated with a single white Calla Lily.
It was important that the team, both front of house and in the kitchen, were fully briefed on working around expensive cars in order to ensure that the event ran smoothly and without incident. Dine’s Head of Events, Craig Squelch briefed the event staff to ensure extreme precautions were taken when serving drinks and food around the showroom throughout the event including during set up and clear down.
Results
The event was attended by around 50 existing clients, many of whom already own Ferraris and carefully selected VIPs. The event was a great success, and plans are forming for the next car launch!
If you would like to talk to one of our Event Managers about your forthcoming event or product launch, do call us today on 0345 450 45 45 or email: events@dine.co.uk.
For more inspiration and ideas about how we create corporate events with a difference, keep an eye out for next week’s post about the launch of Victoria Gate with John Lewis!
