Industry diaries: drp’s Katie Farr on Alfa Romeo

Alfa Romeo – Katie Farr, project manager at drpevents

Working in events is hectic, exhausting, and challenging, but equally, it’s also dynamic, lively, and fun. There’s always a new obstacle to tackle, a new idea to execute, and a different venue or location to partner with in the creation of an event. Therefore, as a project manager, you must not only be highly organised, but also think-on-your-feet, remain versatile and open minded, as well as ready for said obstacles to be thrown at you.

My role is to help with every aspect of managing an event, based on a client’s strategy and their aims for the event. drp is a leading creator of live events, engaging video and immersive digital solutions, so we can draw on extensive internal knowledge and resources to ensure the best result for the client.

Having worked at drp for four years, I have been fortunate enough to work with some fantastic clients in a range of sectors from retail, to finance and automotive to name a few. With experience in events abroad, and here in the U.K, whether it’s a product launch or a gala dinner, there’s always a new challenge and a new unique element that I haven’t dealt with before.

Last year drp acquired Fiat Chrysler Automobiles as a client, to launch their new Alfa Romeo car the Giulia. It was a competitive pitch, and there was a face-to-face brief – in Italy at their museum namely, Arese Museum. In this time, our creative directors were able to sample the home of Alfa Romeo, and get a real insight into the brand and their culture. Face-to-face briefings such as this don’t happen very often.

Alfa Romeo Automobiles is an Italian car manufacturer, founded in Milan. The brand is known for luxury vehicles and has been involved in car racing since 1911. We helped to launch their Alfa Romeo Giulia, which is their first return to the premium and executive saloon market. It was known as the most eagerly anticipated car of 2016, seen as both a standard and a luxury. The chosen venue was Silverstone on 22-24 August 2016. We used the space innovatively with a 23-metre-wide screen, and diversely branded pit garages plenary and break out spaces.

One unique challenge was that our client required everything to be done and finalised a month before the event – you are usually amending content right to the very end – there was no option to do this! From a tech perspective, the large screens were in a low area, and the team were having to figure out low ceiling height, with 60 delegates. Tricky! Securing all the competitor vehicles to showcase in comparison to the new Giulia also proved an exciting challenge. Another thing to note, was that it was the hottest week of 2016, with highs of 35 degrees. Ventilating the venue and keeping everyone cool was a massive challenge.

Overall, the event was a huge success! Feedback from the event has been extremely complimentary, with comments such as;

  • The event was a total success in that we scored the highest delegate satisfaction score across the whole of EMEA region for FCA.
  • The Alfa Romeo brand have got this right, not just the Giulia product, but the complete training remit for the dealer network to understand and take away to share with customers.
  • The Opening Plenary was by far the most emotive and spine tingling launch I have ever seen.
  • The driving of the Giulia Quadrifoglio encapsulated the day especially on the home of British Racing.
  • This event showed the complete array of passion, heritage, history and premiumness that the Alfa Romeo brand are about.
  • When you take the home of British Motorsports and put Alfa Romeo here, you know you are in for something very special – Forza Alfa

We have been working with Fiat Chrysler Automobiles on many other projects since, and it has been a rewarding year so far working with the brand. Stay tuned… As there may be something else we will be sharing with you….

ConferenceNews Guest Author

Conference News hosts great guests on its pages. Our Blog section is the collection of the best opinions in the UK and international events industry.

ConferenceNews Guest Author


ConferenceNews Guest Author

Conference News hosts great guests on its pages. Our Blog section is the collection of the best opinions in the UK and international events industry.

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