The Classic Express is one of the few Dutch projects and seems to be an odd one, but as a marketing tool it fits in perfectly with Movico’s philosophy: organising a promotional tour to promote a brand or product, by reaching out to the target group. So when Jochem van Eeghen – the director of the Princess Christina Competition at the time – approached Movico with the joyful idea of a mobile concert hall, he immediately embraced it.
”I remember a briefing here with all the suppliers,” says Stefan Aspers, Commercial Director of Movico. “There were about 15 of them, very many. For each specialism, an expert sat at the table, such as a lighting designer, an acoustic designer and the supplier of the technology.”. We are responsible for the technical implementation, so we want to know exactly who to call in case of a malfunction on site, for example.” Movico not only takes care of the technical maintenance of the Classic Express, but also, for example, thinks about the appearance of the mobile concert hall and arranges for everything to run smoothly on location.
Britt van der Velde, as project manager, is responsible for planning and communication with the operators, the drivers who drive the Classic Express to the schools and prepare it for the concerts there. “We check whether the location that a school has in mind is suitable, or whether we should move to a parking lot nearby. I then make sure our operator is aware of all the information, that he knows where he needs to be and who he can reach in case of uncertainties on location”.
The Classic Express is Movico’s longest-running structural service. “It is a unique project within all the marketing, road shows and sports events we do,” says Britt. “That’s exactly what makes it fun.