Real Art partnered with Royal Enfield for the global launch of their 650 Twin motorcycles, the Continental GT and the Interceptor. Over 250 journalists from all over the world were invited to Santa Cruz, CA to participate in two days of organized rides on the Pacific Coast Highway and through the Red Wood Basin State Park, plus they could attend numerous informational and technical sessions.
To Royal Enfield, experience is king. This week-long activation was designed not only to immerse attendees in the rich history and design details of the Twins—but also to have fun, and enjoy the rides. Santa Cruz was chosen as the host city for its laid back surfer-vibes and access to a variety of scenic routes. Each itinerary was meticulously crafted to mirror the bike’s personality, show off its capabilities, and give riders an authentic taste of California. Every stop was chosen as a destination to savor.
The central area for the Twins Launch event was the Dream Inn Hotel ballroom. We transformed this space into an exclusive showroom that included a 30-foot-long timeline of Royal Enfield’s history and a free standing, two-sided structure that showcased both vintage and new motorcycles within unique beach and cafe environments. Gear displays, ride route maps, and bikes from the past and present were around every corner. The room also featured custom built spaces where engineers could give demonstrations and showcase the unique attributes of each bike as well as a lounge area for interviews with the CEO.
Each evening ended a different destination experience. A live international price announcement was set on the sand, with live music, overlooking the Pacific. History Night featured vintage Royal Enfield bikes dotting the landscape leading to a hillside dining venue. Custom Night included one-of-a-kind bikes, a world-record holder appearance, and a motorcycle artist creating unique helmet and tank artwork on-site.
The overall goal was to create a blanket of media coverage of the bikes’ arrival. The vast range of media invites were reflective of the international appeal of the Twins—including journalists from India’s number one car and bike outlet—Overdrive, to the immensely popular US publication, Iron & Air. One attendee said simply, “This is the best launch we’ve ever been to.” Earned media from the event, test drives, and press launch filled social media during the week. Post launch articles included US outlets The Drive, CNET, Visor Down, Auto Week, as well as countless international outlets. And Popular Mechanics named the Continental GT one of their ‘10 Best Buys in Motorcycles for 2019’.
The global launch of the Twins was an event that was meant to educate and inspire. Building on Royal Enfield’s rich motorcycle heritage and continuing through this extensive hands-on event, the global launch of the Twins exceeded Royal Enfield’s expectations.
