Case studies
Case New Holland 2026 Unwrapped: JBE delivers nine launches during three-week Basildon showcase
Partner: Case IH and New Holland
The outcome
The Case IH and New Holland 2026 Unwrapped event ran seamlessly over 9 events, successfully launching six new-generation machines per brand to UK audiences for the first time. Attendees enjoyed tailored presentations, hands-on experience, and festive evening events. CNH praised the collaboration and professionalism, noting that the experience strengthened relationships with dealers and customers while delivering a memorable, immersive launch that set the tone for 2026.
The brief
CNH tasked JBE with delivering their 2026 Unwrapped event at the Basildon Tractor Plant – a 3 week showcase to debut new machinery from New Holland and Case IH. The goal was to give UK audiences a festive immersive first look at innovative machines, while hosting different audiences each day, including dealer principals, sales teams, farm and contractor customers. The event needed to combine presentations with high quality hospitality, evening experience.
How we did it
JBE transformed the Basildon venue with tiered seating for 156 guests, dramatic lighting, PA systems, and blackout showroom to create a staged, exhibition-style environment. A temporary structure on the tractor pad hosted evening entertainment with a German Christmas market theme, complete with log cabins, catering, bars and live bands. The team managed planning, setup, dry runs, and production over a month-long schedule, working closely with Case IH and New Holland to tailor messaging, staging, and guest experiences for each day.
“Our 2026 Unwrapped events delivered an exceptional experience. JBE Events consistently went above and beyond, creating an event that will be remembered for years to come.”
“We have worked with JBE for a number of years as our partner for high profile trade events. We find their complete service to be the best in the business, from conception to delivery, on time and on budget. This has now expanded to product launches and internal events, where Jimmy and his team work with us from the initial brief through to final delivery. Given that our brands are some of the best in the business, we demand only the best from our partners, and Jimmy and his team deliver this every time without question.”
“I would like to say thank you to the Team at JBE for supplying us with professional graphics and ensuring our stands look first class. The team are always professional, polite and a pleasure to work with. I would recommend JBE to any business looking to take their event presence to the next level.”
“The Cereals event was a fantastic success for us again this year and none of it would have been possible without all the effort and dedication from the JBE team. The attention to detail was second to none yet again and our stand really is the best by far! It’s great to work with such a company as we really don’t need to worry, everything is always in hand and so well planned for. It’s a real pleasure to work with JBE everyone is so friendly and accommodating and we look forward to working with you all again.”
“JBE consistently delivers premium event logistics for us that are timely, well-organised and exceptionally professional. When we wanted to scale up our summer events programme into a co-ordinated roadshow, they made it happen and we’ve had nothing but positive feedback from both customers and staff on the quality of their experience.”
“We have been working closely with Jimmy Birchmore Events for over ten years now and they always ensure we make the most of our presence at all the key outdoor events each year including Cereals. We have a significant presence and their knowledge, experience and quality finish mean that our machinery is showcased to visitors in an environment that is welcoming, professional and impactful.”
“Jimmy Birchmore Events are our trusted event partner, providing full event management services for Corteva Agriscience at numerous events each year. From planning through to delivery, Jimmy, Liz and team provide a very professional service. They have a wealth of experience and always help to bring our event vision to life, with great ideas to meet all budgets – often with a saving. Their communication and attention to detail is excellent and they always go above and beyond to ensure our experience, and that of our customers, is extremely positive.”
“Jimmy Birchmore’s Event experience made him the perfect choice to provide event management cover for maternity leave in our team. Jimmy confidently managed our events to ensure they ran smoothly, met customers expectations and were delivered to budget. Jimmy has an excellent ability to understand and deliver customers needs while protecting the interests of the event products. I would highly recommend Jimmy for any event management project.”
“Jimmy Birchmore Events Ltd have delivered our stand at Cereals for the last two years and we are delighted with the results. Nothing is too much trouble, from initial ideas and graphic design through to the finished stand. They are very proactive, ensuring we don’t miss any deadlines and that everything is done to an agreed budget with no nasty surprises!”
“I’ve worked with Jimmy and his team many times over the years and everything they do is top quality. Their detailed planning, creative ideas, and technical know-how are second to none. The team is just so good at putting everyone at ease, soaking up the pressure and delivering great results.”
“The JBE team was fantastic for our first virtual A2K event. Throughout the process they delivered innovative and creative ideas and solutions coupled with a professional yet friendly and approachable attitude. Their professional stewardship of key speakers including Adam Henson plus their faultless technical delivery is commendable. Their overall event management made me confident from the outset that the event would be a success. I have already recommended the team to others who are considering virtual or face to face events in the future.”
“RABDF has been working closely with Jimmy Birchmore Events for several years and would not consider using any other partner for designing and building our features and exhibition stands. We launched our industry-leading show in 2018 and from the start the team at JBE worked in partnership with us to develop ideas, design our three features and ultimately create spaces which look amazing and meet all of our requirements, and more. Our account manager is a pleasure to work with throughout the pre-event process, and the whole team on site are approachable and go above and beyond whatever may be required of them. Thank you to the whole team – we’re looking forward to working with you on the next one!”
“We organised our 7th International Conference with Jimmy Birchmore Events which was considered a great success. Thanks to Jimmy’s staff logistical issues were solved before having the chance of worrying about them. It’s always a pleasure to work with people that work because they are passionate about what they do, it makes everything seem very easy and creates an atmosphere where all individuals are eager to do an extra step in order to jointly work towards a good result. Organising our conference in London with Jimmy Birchmore events this was definitely the case. Passionate people that always think several steps ahead, the perfect match for event planning activities.”
“We have used Jimmy Birchmore Event’s services for many years now. Most recently, we have used the expertise of Jimmy Birchmore Events to run a Web-congress in Ireland. The professionalism, experience and help from Liz, Jimmy and their team was second to none and this was evident during the successful hosting of 4 nights of consecutive webinars that attracted over 300 delegates. The feedback from the speakers and the audience about the event was excellent, with many commending the smooth running of the 4 nights that had zero technical issues and the high quality of the 3D environment introductory video that the team at Jimmy Birchmore Events commissioned specifically for our event”
