The brief
Volkswagen, one of the world leading carmakers, introduced the new Multivan PanAmericana to dealers and media with a city-to-countryside trek and a high-profile event combining culture, entertainment and promotion.
Promotion of the new model would centre on its go-anywhere adaptability, tackling rough rural roads and moderate off-road conditions with ease while providing considerable comfort in city and motorway driving.
The team’s responsibilities spanned the whole spectrum of event management and execution – from creative design to fabrication, hospitality and interactive zone management.
Creative execution – Test drive event
The programme for the ‘Volkswagen Multivan PanAmericana Night’ launch event consisted of two major segments. First, a fleet of Multivan PanAmericanas was driven from the city of Yunnan to Jiuzihai Pasture in Lijiang – a route that offered a vivid demonstration of the vehicle’s ability to travel over virtually any type of urban or rural terrain.
As well as planning the route and providing vehicle management, the team meticulously organized coaches, food and beverage services, and media photography locations to support the trek.
Creative execution – The night event
The InterContinental Lijiang Ancient Town Resort hosted the ‘main event’ part of the programme. Here, Yunnanese Dongba cultural elements were used to give the venue a distinctive look, complemented by live performances of traditional folksong, and a food menu that included customised desserts. Also created was a special interactive zone with VR driving simulations of the new model.
Defining moments in the evening programme were firmly focused on the Multivan PanAmericana, including presentations describing the vehicle’s specifications, functions and performance, and the premiere of Looking for the Ultimate Good Forest, a promotional video produced jointly with China National Geographic.
Results
Interest in the launch proved to be high, with 150 invited attendees present, of which no less than 76 represented various media.
