For 54 consecutive years, the Hillsborough Concours d’Elegance has built and maintained a proud tradition of honoring and celebrating excellence in automotive design and engineering. Concours events offer a forum for passionate vintage car owners to showcase their prized vehicles and compete for recognition to their commitment to preserving automotive authenticity.
Under new leadership, the Concours team sought to bring new focus, prominence, and prestige to the historic tradition. As a newly formed non-profit with limited resources and a large team, the Concours needed a strong brand platform to bring focus to its efforts to elevate the long-running event to a new level of excellence.
Through research, it was clear that the combination of authenticity and aesthetics, bound by passion, were critical to attracting the owners of the finest cars, and in turn, appealing to and drawing event attendees.
With the finest cars and a large audience of highly desirable car enthusiasts secured, the third important event success factor—sponsorship—would be cinched.
Research also revealed that the HillsboroughConcours was the longest continually running concours in the world. Operating without interruption for 54 years was an asset to leverage: it reinforces the true passion and commitment of the event organizers, characteristic of the car owners and attendees themselves, and also implies a level of automotive authority to suggest that entry criteria and judging is of the highest standard.
Armed with this research, brandadvisors developed the positioning foundation that now drives all strategic decisions for the Concours. brandadvisors applied the strategy to applications that extend from pre-event operations such as car selection criteria and enrollment strategy, to the brand identity logo, messaging, and communications to build awareness and understanding, drive ticket sales and sponsorship, recruit volunteers, and generate loyalty.