Global press ‘first drive’ of the new Lotus Evora

  • Client: Lotus Cars
  • Website:
  • Project: Global press launch for the Lotus Evora
  • Date: May 2009


Aura PR was appointed by Lotus Cars to help assist with the global press first drive activity of the new Lotus Evora, which launched in the UK in May (2009).  Aura PR was seen as a local, well-connected PR agency, with excellent event management and luxury brand experience and a good eye for detail.


To assist Lotus in the delivery of the First Drive activity. The emphasis was very much on high standards, attention to detail and the finishing touches, making the event a special and memorable one for journalists. Particular attention was paid to showcase Lotus as a high-end sporting/lifestyle brand and the Evora as a luxurious, dynamic, modern must-have car. The event was spread over two weeks, with different journalists attending each day. The format for each day was the same throughout. Aura PR also contributed to the event outline, prior to being appointed.


Aura PR and Lotus had an existing relationship which made the planning phase a lot easier. We were aware of the brand, its values and the development strategy of Lotus. We had an induction at the factory in Hethel to fully immerse us in the brand.

We had set up a meeting for Lotus to view Cameron House Hotel, as it was nearby the best Scottish driving routes and had all the five-star qualities desired.

Aura PR provided a ‘Concierge’ style service to Lotus guests, from coordinating arrivals and departures, check-in and gifts, to sourcing local partners to add a special element of luxury and creativity to the event. Capitalising on our contacts, we coordinated a press activity for key Scottish media across news, automotive and lifestyle channels.


All the journalists that attended the First Drive event thoroughly enjoyed themselves and felt well looked after. The location was very much enjoyed and the media coverage following the event was extremely favourable of the car.


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