The Peugeot Gravity Drop ride forms part of the Reaching New Heights concept, created by Initials in partnership with the brand, and will be the main focal point of Peugeot’s presence at this year’s automotive festival.
The ride has been provided by Scottish theme park M&D’s and will give visitors to Goodwood the chance to get a panoramic view of the event from 40 feet above the ground. They will then be encouraged to share pictures of their ride on social media.
This is the third year Initials has been appointed by Peugeot to lead its presence at Goodwood Festival of Speed, and the agency will be driving the activation including creative look and feel, stand build, production and staffing.
Peugeot will also have a range of cars on show at festival, including the Exalt Concept Car and the 308 Hatchback. The stand will also feature the 208 Hybrid FE Concept and the 308 R Concept Car.
Victoria Scargill, manager of brand advertising, partnerships and sponsorship at Peugeot, said: "The Goodwood Festival of Speed is one of the most prestigious events in our calendar. We’re celebrating 125 years in the automotive sector this year and want to invite visitors to celebrate our many successes from the last 18 months and see how the brand has developed.
"Initials has once again delivered experiential activity that will leave a lasting impression on Goodwood visitors and get the Peugeot brand into the top three of people’s minds."
Phil Norris, senior communications director at Initials, added: "Following on from last year's success of the Peugeot Flowrider Surf Machine at Goodwood, we want to carry the theme through to 2014 but with a whole new experience.
"Our aim is to make Peugeot a destination brand by offering face-to-face experiential elements and get visitors to spend time with the cars. The Gravity Drop ride will give visitors the best view of some great displays on the Peugeot stand and is sure to drive footfall."
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