Luxury Performance Passion

Service: Event Creation and Management
Client: Luxury Automotive
Program: Luxury Performance Passion Auto Show

Client Need:

Mercedes-Benz, BMW, Volvo, Jaguar , Canada's top luxury automobile manufacturers approached Vision|Co. to design a "luxury brands-only" auto show that would

• Provide a targeted, high-profile showcase in the Montreal market
• Appeal to 3 distinct audiences - the automotive media, exclusive VIP customers and the general public - in both French and English

Strategy

• Link the glamour and prestige of the luxury automobile brands to haute couture fashion and interior design
• Design a unified communications strategy to deliver the core messages to each distinct target audience
• Craft a unique experience that exchanged the usual trade show frenzy for an elegant salon feel using rich theatrical lighting and stylish custom interior design
• Create a place where potential customers could enjoy the showcase in a calm, luxurious setting

Results
All three components of this event - VIP night, media reception and the general public show - were hailed as a triumph. Press reports called the luxury auto show a major industry innovation. Vision|Co. brought four competing brands together to market their products in one unified, customer-focused luxury environment. The following year, the event grew to include ten luxury manufacturers, over 100 vehicles and almost 40% increase in attendance.