The motor industry is undoubtedly one of the sectors where a lot of vehicle launch events are organised not least because the motor industry has a strong presence at many trade shows that take place. This is an excellent opportunity for this industry to use the events industry in order to showcase and launch new vehicle models to the market.
It is very important for the motor industry to ensure that its brand, as well as the image of new vehicles entering the market are well represented in the most effective manner at trade shows and motor fairs. Therefore, to achieve this, the motor industry spends millions each year to reinforce their brands image in the mind-sets of potential consumers. Product launch events are therefore, an excellent opportunity for the motor industry to showcase new vehicles for the benefit of consumers who can test drive new vehicles and gain a better understanding of the brands image and ethos.
The Barceló Sevilla Renacimiento has positioned itself as market leader in the organising of events for the motor industry, not least because of the hotel’s prime location in Seville but also because of the versatility and modernity of facilities available. Brands such as Mercedes, and Renault have all chosen the Barceló Sevilla Renacimiento as a location from which to launch new models of vehicles, in part because of the quality of service offerings, as well as the hotels flexible approach to such events.
During the event “Jaguar F-Pace Training” which took place at the hotel this April and in order to better understand the features and customisations when organising such events, we talked with Inma Linan, head of sales at the Barceló Sevilla Renaissance and Nuria Beltran, Chief Operating Officer of events.
How does the process begin when a client approaches you to arrange a vehicle launch?
It all begins with a request we receive from several international agencies who detail their requirements for the event to be held and usually, there will be several destinations that will be under consideration. Then the customer maintains a short-list of destinations and venues and from which, the finalists will be selected.
In order to present our proposal, which will consist of a budget and available options, we research the other competitors. The aim of this is to reinforce the strengths that add value to both Seville as a destination and our services. As for our facilities, one of the aspects that is most appreciated by our customers is the natural light the floods the hotel, as well as the hotel exclusivity and of course, the flexibility and customisation possibilities of our meeting rooms. We must also remember that the customer will also value the proximity of our hotel to the locations of other required services, such as parkin and vehicle dynamic testing venues such as racing circuits.
What do you do to prepare for the inspection visit by the client?
When we prepare for an inspection visit, we engage not only all of the relevant departments in our hotel, we also request the support of our trusted suppliers, such as transport and logistics, restaurants and external venues. Additionally, we engage with heads of public institutions, such as the Seville Airport or the Seville Congress and Convention Bureau and any other public body that can provide added value to the tender bid in respect of the candidacy of the city.
We also ensure that we take great care of the finer details and every little element that might surprise the client. For example, we customise welcome gifts or catering services with elements that reflect the brands image of our client.
An indoor view of the Barcelo Renacimiento Sevilla
What details do clients consider when choosing a location to do a vehicle product launch?
Depending on whether the organization decides to use charter or commercial flights, air connections are an essential point when choosing destination because normally in high-volume operations and duration, groups types are mainly “back to back” and usually stays for only 1 or 2 nights.
The location is another strong point. Access to both the airport and city centre, the routes for cars or speed circuits are also key issues.
Our whole team experience is also important to the client because you will need to have the capacity to respond and adapt to the demanding dynamics of such events. Additionally, of course, the logistics and the other facilities for the event also need to be taken into account.
One of the Barcelo Renacimiento Sevilla’s function rooms
How would you encourage the motor industry to use your hotel?
We would mainly highlight the large meeting spaces with natural light, the possibility of exposing vehicles not only in the Convention Centre but also in the central courtyard of the courts in many of the rooms of the hotel, in public areas and in our 10,000 m2 of private gardens.
Another factor that appeals to our customers is the option to book exclusively the facilities to ensure the privacy of such events and the event can also take place when other customers are using the facilities.
At the same time, they appreciate the modern and original hotel design and customisation opportunities offered by our spaces for the brand is seen as the undisputed star.
The hotels location is just five minutes from downtown without traffic problems and close to outdoor parking areas and spaces for mounting dynamic testing of vehicles and 10,000 m2 of Parque Isla Magica are other factors that motor companies take into account.
The concourse of the Barcelo Barceló Renacimiento Sevilla
Is Sevilla a destination used by the motor industry to launch their new models? What possibilities can be offered by this city?
Sevilla, thanks to its tourist infrastructure and its magnificent climate, is a destination with great potential for holding events of the motor industry.
In addition, the international airport of San Pablo is increasing passenger number significantly in the past two years which is helping us position the city as a MICE destination.
Seville is a city with a wide range of farms, houses and palaces and designer restaurants that offer quality catering services where you can taste its famous cuisine. In addition, the city has complementary spaces such as the Fibes Congress Palace and Navigation Pavilion or Monte blanco speed circuit.
Following the reforms carried out at the Seville Barceló Renacimiento, we have become the perfect “venue” thanks to the unique facilities which are no so easy to come across in other similar European establishments. Our hotel and Seville as a destination, have been strengthened in recent times as one of the most popular options in this sector.
Which brands have used the Barcelo Sevilla Renacimiento for one of their product launches?
Recently our hotel hosted one of the latest events for Jaguar, the “Jaguar F-Pace Training”. However, we have been fortunate to have held events for brands such as Renault, Porsche, Toyota, Kawasaki, Kia, Volkswagen, Ford, Skoda and Alfa Romeo.
