Audi Launches new A8 with a Retreat for Dealers - Event Marketer

Audi Launches new A8 with a Retreat for Dealers

DB_Audi_2004 Ex
Brand: AUDI
Agency: MVP COLLABORATIVE
Awards: EX AWARDS — BEST SINGLE-MARKET EVENT (B-TO-B)
Year: 2004

Audi was out to get dealers fired up about the all-new A8 L at its ’03 meeting, and MVP stepped to the plate and smacked it over the fence. A launch event was held at the St. Regis Hotel in Dana Point, CA. Overlooking the Pacific. Very chi-chi. Very Audi.

Direct mailers teased the event, and dealers fell into line. The experience began with casual activities staged poolside. But the meeting officially kicked off with an evening reception on the Pacific Lawn featuring a welcome by vp Len Hunt. Motor coaches then pulled in and attendees were taken away to the 500-year-old mission at Capistrano for additional evening activities.

The following morning brought attendees in front of a moving set that replicated the infamous Audi headquarters in Germany. Next came education at a small Audi trade show, plus other afternoon events. The meeting ended as 75 new A8 L’s pulled into the area and dealers were handed the keys. Feedback forms found the event delivered a 3.87 out of four rating. Once back at the office, dealers responded by selling 4,090 A8s, a 170-percent increase over 2002.

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