Mollie's Motel & Diner - Mollie's Miglia Event

Redmond Harvey Communications were challenged with the task of delivering an event for their client, Mollie's, a motel, and diner brand designed by Soho House. The aim was to launch the brand’s newest motel location in Bristol and to promote the overall motel brand as a destination for car enthusiasts.
The purpose of the event is to drive brand awareness for Mollie’s within a new target audience, car lovers, as well as generating direct and future revenue. The three event objectives:
1. Announce the new Bristol location opening.
2. Drive revenue for a weekend of car related activities.
3. Raise the profile of Mollie’s across a new target segment.
We curated an event called Mollie’s Miglia, a take on from the famous Italian supercar race, Mille Miglia. Redmond Harvey Communications then invited a host of A-list celebrities, friends and family who owned high-end supercars to take part in a driving experience from Mollie’s Oxford to Bristol, ending up at Mollie’s Bristol for a dinner and an overnight stay.
Event Schedule: 26th-27th November 2021
- 08.00am Team set up at Mollie’s Oxford (Breakfast and coffee served)
- 09.00am Breakfast, meet and greet
- 10.30am Brief the Guests
- 11.00am Car leave Mollie’s Oxford
- 12.30pm Lunch Stop at Morgan Factory (Worcestershire) 1.5hs from both Bristol and Oxford.
- 15.00pm Leave Lunch
- 16.30pm Check in at Mollie’s Bristol
- 18.00pm Welcome Drinks
- 19.00pm Dinner in the Diner
We approached local car dealerships, Dick Lovatt & RNG Classics, to raise sponsorship to cover the cost of the event, to collaborate with other business in the local area and ensuring maximum revenue generation for the client.
We had 60 guests attend in total for the event, 30+ cars participating in the rally, and we had 30 x rooms paid for. This generated increased revenue for Mollie’s in a period that was usually low in seasonal activity. We created an unforgettable influencer experience at Mollie’s and secured a content partner, The Gentleman’s Racer, to generate rich and shareable content owned by Mollie’s.