Chevrolet Impala Cooks up a Private Press Experience - Event Marketer

Chevrolet Impala Cooks up a Private Press Experience

DB_Silver_Chevy_2014 Ex
Brand: GENERAL MOTORS
Agency: INVNT
Awards: EX AWARDS — BEST PRESS/MEDIA EVENT
Year: 2014

To provide a memorable experience to writers attending its media drive program for the launch of the redesigned Chevrolet Impala, and leave them with a lasting reminder of the new Impala’s bold rebirth, General Motors introduced them to the vehicle in a location where they would immediately associate it with iconic style and design: renowned architect and avid car collector Jonathan Segal’s eighth floor penthouse apartment in San Diego.

As the private elevator doors opened for the dinner event with Segal and John Cafaro, lead designer at Chevrolet, journalists discovered the vehicle sitting right in Segal’s living room. It had been hoisted up by crane the Saturday before and since the penthouse is located in Little Italy, a popular destination with a great deal of pedestrian traffic, some 200 to 300 “citizen journalists” gathered around to snap pictures. The activity caught the attention of the local media as well.

The program continued for a second day with a test drive and then lunch at Segal’s private car collection garage located adjacent to the airport, where the Impala was nestled in among the likes of such classics as a ’63 split-window Corvette and a ’67 Cadillac Eldorado. The Impala launch exceeded expectations, repositioning the car in the minds of journalists from Car and Driver, Forbes, Popular Mechanics, Motor Trend, Digital Trends, Sports Today, Wall Street Journal, New York Times, and even BBC.

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