Citroën’s activation is set to be an extension of the DS’ 60th anniversary celebrations, which began at Citroën’s National Dealer Conference in January. Crown delivered the auto brand’s exhibition stand at the event last year, designing, building and managing the brand’s presence through a #MyAirBump experience.
Crown won the Peugeot account following a competitive pitch. While the agency has worked with the PSA Peugeot Citroën family for the past two years, it is the first time it has worked with Peugeot as a standalone brand.
The Goodwood Festival of Speed will take place on 25-28 June in West Sussex.
Simon Hambley, director of Live at Crown, said: "This is an exciting win for the agency and I’m immensely proud of the team for all the hard work they’ve done and put in to the client’s previous projects that gave them the confidence and desire to work with us on all their major projects.
"We’re looking forward to promoting and representing all three brands in an innovative environment that also showcases our capabilities for creating exceptional experiential activations."
James Parfett, head of group events and brand partnerships for PSA Peugeot Citroën in the UK, added: "Goodwood is the biggest motoring event of its type and the perfect showcase where people have the opportunity to experience our brands’ signature values.
"We’re pleased to have Crown on board to deliver both stands this year and we’re looking forward to working with the team on creating a unique 360-degree experience that not only creates a real sense of anticipation and excitement, but also truly conveys our brand values."
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