Unique events can enhance your brand

Guinness World Record (GWR) adjudicator Glenn Pollard presents 2 GWR certs to Aspark CEO Masanori Yoshida (Photo Worldreach)  

Our most recent project was with Japanese company Aspark who have developed the Owl luxury high end electric hyper-car. Our team facilitated and communicated Asparks involvement in the Guinness World Record (GWR) at a top speed event in Yorkshire, England. We are happy to say the Owl set two new GWRs.

While spectacular, we achieved a considerable amount of the media coverage and the car really does look fabulous, it got me thinking how does such an event impact brand value. To get some insight I came across an excellent article (link below) on in Marketing Week magazine by Charlotte Rogers which high-lighted the "eight different components of luxury" in terms of marketing.  It is safe to say the Owl is a luxury item with a price tag of €2.5 million approx each!

The article stated that there are eight different components of luxury. Quality, history, status, distinctiveness, timelessness, the feel-good factor, the experiential nature of the brand and exclusivity.  That latter clearly fits into the achievement of GWR as does distinctiveness, and the feel-good factor.  
We certainly felt great! 

So if you want to enhance your brand an unique event is one approach.
Article linke here https://www.marketingweek.com/evolving-concept-luxury/