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Dealership puts heart and Soul into pantomime

Time 6 years ago

A SOUTH coast car dealership has taken its Christmas marketing to a whole new level and put one of its electric cars on stage as part of a pantomime.

Hendy Kia has teamed up with Southampton’s Mayflower Theatre to sponsor its production of Aladdin – and as part of the deal a Kia Soul EV is being used in the show.

The electric Soul EV is being driven on stage by comedian Joe Pasquale, pictured, who plays the title role in the pantomime alongside Duncan James from the boy band Blue.


Mark Busby, new car sales and marketing director at Hendy Group, says that in a competitive market car dealerships need to think outside the box with their marketing strategies.

He said: ‘We’re always looking for new and innovative ways to showcase our products, so when the opportunity arose to get one of our cars on such a prestigious stage, seen by thousands, we jumped at the chance. It’s exciting to think that we’re helping to create a world first for the Kia Soul EV, giving it its stage debut in this fantastic production.’

Michael Ockwell, chief executive of Mayflower Theatre, which sees 600,000 people come through its doors every year, said: ‘We are delighted to welcome on board Hendy Group, which has such an excellent standing in the community, as an important sponsor. This is a really innovative partnership and demonstrates what can be done to ensure our associates get an excellent return for their investment while at the same time helping us bring a new dimension to the production.’

The Mayflower show runs to January 3.


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Car Dealer has been covering the motor trade since 2008 as both a print and digital publication. In 2020 the title went fully digital and now provides daily motoring updates on this website for the car industry. A digital magazine is published once a month.

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