Automotive Risk Intelligence Live 2025: A Bespoke Exhibition For Automotive Brand

Objective

A Bespoke Exhibition For Automotive Brand Thatcham Research

Thatcham Research is the UK’s only not-for-profit insurer-funded automotive research centre. Focused on vehicle safety, security, repair and risk intelligence, the business provides valuable data-driven insights to insurers, manufacturers, regulators and repair specialists.

Keen to raise greater awareness of the company’s research, demonstrate new technology and encourage greater collaboration and networking across the entire automotive sector, our client had the germ of an amazing idea for a very special event.

The brief

Realising that it would be impossible to plan and manage such an ambitious event internally, Thatcham Research looked to MGN Events as a strategic event partner to bring their ideas to life and define what Automotive Risk Intelligence LIVE 2025 should be as a bespoke exhibition for automotive brand.

Working closely with senior leaders across marketing, communications, events, and the executive team, we helped shape the event from the ground up, defining flow, audience experience, brand presence, and content strategy. Our role extended far beyond production: we challenged ideas, asked the right questions, and ensured the focus remained on outcomes, not just outputs.

The ambition was huge, the vision exciting, and the challenge clear – to turn a concept into a connected, immersive brand experience that would inspire, inform, and unite the automotive sector.

What we did

This was a truly challenging brief. Over the course of 12 months, we worked with senior members of the client team to flesh out ideas and create an experiential event from scratch. Our knowledge and expertise were instrumental in shaping every aspect of the event. And throughout the process our client trusted us to question, explore and advise. Ours was a truly collaborative role, working strategically and creatively, and always focused on positive outcomes.

The event’s location was unique. It would take place at our client’s state-of-the-art testing facility in Gamston, Nottinghamshire, perfect for live demonstrations on the test track. The catch? The facility was within a fully functioning airport. This presented us with an equally unique set of challenges. Safety at all times was paramount – for guests, exhibitors, suppliers and ourselves – and we completed specialised training, including Foreign Object Debris (FOD) training, crash alarm checks, aircraft and propeller health and safety.

We then had to comprehensively brief our suppliers to ensure that, collectively, we didn’t present any unnecessary risks to the airport’s operations. We also completed specific risk assessments and method statements to ensure full compliance with both conference and airport regulations.

Naturally, this added extra complexity and, more so than any other event, it was essential that we had every single detail covered. Our 3D planning capabilities came into their own. The available space would vary throughout the event, access points would change, we needed millimetre precision in our floorplans, along with careful consideration of the event flow and audience experience.

Such variables also demanded detailed communications, be it to our suppliers or to guests regarding parking, where to check in and what was happening where and when. Strict time schedules were also established – from set-up to de-rig – due to the movement of aircraft throughout the event. We even had to factor wind conditions into our plans, implementing a bespoke weighting system for exhibition stands.

Conference activities took place in four aircraft hangars. One was transformed into the main auditorium, complete with branded stage set and theatre-style seating. Our client had an impressive line-up of expert speakers and panelists, and we supported with presentation guidance and microphones – a Catchbox microphone was a great hit with the audience. Another hangar housed our client’s exhibition, showcasing areas of expertise. Here we installed interactive touch screens providing additional information and an engaging experience for guests.

The other two hangars, which were adjoining, housed an external exhibition. We provided exhibitors with premium stands that included inbuilt screens, along with an app for capturing leads and making notes when chatting to guests. The exhibition layout itself was carefully planned. One of the hangars would still be operational overnight, so we deliberately positioned stands around the perimeter so that aircraft could be safely manoeuvred after event hours each night.

Outside, the demo track was used for live demonstrations of cutting-edge technology, including advanced driving aids such as automatic emergency braking and lane support systems. Adjacent to this we set up a catering area where our suppliers served a tasty variety of street food, beverages and artisanal ice cream. And a large stretch tent, carefully secured with ballast, provided a space in which guests could eat, relax and network.

With different elements of the event spread across the facility, it was important to clearly signpost everything. We took our client’s existing brand assets and developed a strong brand identity for the event. Clever thinking throughout the planning stages led to clever solutions. Taking a more sustainable approach, we looked at how best we could repurpose our client’s own equipment – which also delivered cost efficiency. This included the use of almost 400 metres of Concorde barriers. Dressed with branded banners, including sponsor advertising, the barriers helped establish the event’s footprint within a large environment and preventing anyone straying onto the airfield.

A PA system was set up to cover the entire event area, which ensured guests wouldn’t miss important announcements regardless of where on site they were. Background music was also played to add to the atmosphere.

As well as ensuring a quality guest experience, we also took care of catering, accommodation and transport of approximately 30 crew members who were working hard behind the scenes. We also ensured our suppliers were kept hydrated and well fed throughout the event, which just happened to coincide with a heatwave.

The results

The bespoke exhibition was a huge success, attracting almost 200 visitors each day. Our post-event survey showed that 96% of attendees would attend next year and feedback was highly positive, with comments such as: “I have had the pleasure of attending many conferences, all over the world… LIVE 25 was one of the slickest and most professional I have been to.” Similarly, 90% of external exhibitors found it beneficial to their business and 80% would return to exhibit again, one describing it as: “Hugely beneficial for us, an opportunity to build visibility, consistency and awareness.”

The tools and tech we utilised over the two days also added value. Our digital check-in system captured key attendee insights that will help inform our client’s future events. The information gathered also meant we could tailor the post-event comms, with personalised thank you messages and targeted surveys to ensure feedback would be relevant and meaningful. Beyond the event itself, we ensured ongoing value – our videographer recorded all conference sessions, which were then shared on our client’s member portal.

As the first large-scale live experience in which to share and demonstrate cutting-edge technologies, this was an innovative event for the automotive sector. Our client has truly set the benchmark for future events – a bespoke exhibition for automotive brand, Thatcham Research.

And for us, the bespoke exhibition represented our ability to work as a strategic partner and to deliver a world-class live event experience within an unusual, complex and high-risk environment – without incident or impact on the airport’s daily operations. It’s a strong and exciting start to a long-term relationship.