Delivering a memorable and impactful automotive event is no small feat. The spaces are busy, the brands are many, and the logistics are complex. To help, we spoke with Michael Touhey, our project manager, about the challenges and insights behind delivering successful automotive events.
Whether you’re an agency or a marketing team planning your first automotive event, this guide will help you bring your vision to life while ensuring your event branding is bold, visible, and effective.
https://youtu.be/l0D8PAXRRZ8
Q: If you were advising a marketing team or agency planning their first automotive event, what’s the one thing they should focus on early?
Michael: Branding.
Key takeaway: Early focus on branding visibility at events ensures your brand stands out in a busy space.
Q: What makes a brand really stand out at an automotive event? Are there examples you’ve seen that worked particularly well and why?
Michael: These events are always busy, with multiple brands competing for attention. Using different techniques — from flat wall branding to vinyl against corrugation, branding at height, or Car Decks — it’s about finding something more visible in a busy space.
Statement Plus featured here — Learn more https://www.theeventsstructure.com/products/customised-containers/statement-plus
Q: Do events have restrictions on colour palettes?
Michael: Yes, they all have their own rules and regulations — colour schemes you have to stick to, health and safety requirements.
Q: How do you stay creative when everyone has to basically use the same colours?
Michael: It’s about branding techniques — using things others might not. Car Decks are very popular. Branding at height can be done with light boxes or other creative approaches. It’s about finding something slightly different.
Tip: Even with restricted colour palettes, creative placement, scale, and unusual techniques can make your brand stand out. We work with agencies and marketing teams to bring these ideas to life.
Impact Plus in this activation — Learn more https://www.theeventsstructure.com/products/customised-containers/impact-plus
Q: What are common mistakes people make with branding on ramps, stagesor display areas?
Michael: Some of the most common mistakes include:
- Too much small text that’s hard to read from a distance
- Using traditional placements without considering visibility angles
- Overlooking opportunities to spread branding across multiple surfaces
Showroom featured here — Learn more https://www.theeventsstructure.com/products/customised-containers/showroom
Tip: Think creatively about placement and scale. Our team helps agencies and marketing teams avoid these pitfalls and ensure their vision comes to life.
Studio Premium featured in the Rockstar Unboxed Activation — Learn more https://www.theeventsstructure.com/products/customised-containers/studio-premium
Gallery Plus being used in Leighton Vans - Learn more https://www.theeventsstructure.com/products/customised-containers/gallery-plus
Q: How important is timing in these events?
Michael: Timing is critical. Cars need to be displayed at height, cranes must arrive on schedule, and high-value vehicles require careful handling.
Tip: The earlier you involve us, the better the planning. Early engagement helps prevent last-minute surprises when planning automotive events.
Q: How do you balance creativity with safety?
Michael: Branding at height requires attention to wind loadings, structural calculations, and operational safety. Using high-level branding panels, Car Decks, or light boxes must be done safely without sacrificing impact.
Key takeaway: Safety and creativity can coexist when properly planned.
Statement Plus featured here — Learn more
https://www.theeventsstructure.com/products/customised-containers/statement-plus
Q: What about weather or contingency planning?
Michael: We work in all weathers. The only real showstoppers are thunderstorms or lightning. Canopies and adaptable structures ensure your event branding works in sun, rain, or wind.
Tip: Always plan for contingencies — this ensures your brand visibility at events remains strong regardless of conditions.
Studio Premium featured here — Learn more
https://www.theeventsstructure.com/products/customised-containers/studio-premium
Q: Why work with your team?
Michael: We’ve delivered successful events at Goodwood Festival of Speed and CarFest, and we help agencies and marketing teams bring their vision to life. From planning and event logistics to execution, we manage the complex details so your brand shines
Learn more - https://www.theeventsstructure.com/products/customised-containers/versatile
Q: How can someone get in touch?
Michael: You can reach us via our website or give us a call. We’ll discuss your goals and help you plan a successful automotive event.
Agencies and marketing teams — let’s work together to make your brand stand out.