North East Automotive Alliance (NEAA)

Background

The North East Automotive Alliance (NEAA) champions the automotive sector in the North East of England. A not-for-profit, industry-led automotive cluster, it supports the economic sustainable growth and competitiveness of the sector, and helps its members make valuable business connections whilst supporting collaborative opportunities and coordinating industry-led activities.

The NEAA is the largest automotive cluster in the UK, with over 280 cluster participants and is one of the fastest-growing clusters across Europe. Its members include OEMs, and tier 1, 2 and 3 suppliers, with member companies including the likes of Nissan, Komatsu, Marelli, Gestamp and Faltec Europe.

Horizon Works is one of the founding members of the NEAA and we have delivered design support to the organisation, as well as workshops, webinars and support programmes for its members.

Brief

2024 marks the NEAA’s tenth anniversary: the organisation wanted to celebrate at its annual North East Automotive Expo, which takes place every September at the Beacon Of Light in Sunderland.

It needed a creative partner which could deliver a suite of integrated assets to highlight the cluster’s achievements over the last ten years, bring the NEAA’s first decade to life, and promote the strength of North East England’s automotive sector.

In addition, the NEAA required the design and production of an expo guide for the North East Automotive Alliance Expo.

Solution

• We started the project by creating a 10^th anniversary logo which could be used on all marketing materials.
• We then designed a tenth anniversary timeline graphic, featuring key highlights from ten years of the NEAA, for application to an 11 metre long stretch of wall at the expo venue, and for use in a special 10^th anniversary flyer and the expo event guide.
• We animated the timeline for use in social media and exhibition screens, and integrated videos into the animation to create a striking longer-form film marking the cluster’s anniversary.
• Our team created an interactive 10^th anniversary timeline for use on the NEAA’s website, which integrated video content and links.
• We project managed and designed a 64-page expo guide, featuring key event information, an exhibitors’ directory and a speaker section.
• We also designed exhibition materials, including a banner and panel, highlighting the tenth anniversary messaging.

Results

• The tenth anniversary wall, animations and flyers were seen by more than 800 visitors at the North East Automotive Expo 2024, and were amplified by extensive social media coverage.
• The film was used as part of the presentation by Paul Butler, CEO of the NEAA and at a special 10^th anniversary drinks reception.
• The NEAA now as an extensive suite of assets to promote the cluster’s achievements over a decade, which can be used across social media, presentations, further events and its website.