Ford Unifies VIPs with the Feel Football Suite - Event Marketer

Ford Unifies VIPs with the Feel Football Suite

DB_Gold_Ford Moscow_2009 Ex
Brand: FORD
Agency: IMAGINATION
Awards: EX AWARDS — BEST B-TO-B HOSPITALITY EVENT ELEMENT
Year: 2009

At the Union of European Football Association’s championship game in Moscow in May, Ford created excitement for its new model, the Kuga, by providing a “money-can’t-buy” hospitality experience for its 595 guests and VIPs from 48 markets. The destination: an exclusive Feel Football Suite for invited guests, who were members of senior management, market heads, suppliers, fleet guests, award judges and key press and media partners.

The chain-mail entrance curtains allowed other brands’ guests to peer in, but only Ford’s guests were granted access. The love of football (soccer to we Americans) was a point of unity for the widely diverse group of VIPs and made for a spectacle where they could evoke their passion and excitement. Meanwhile, two hostesses kept the drinks full and six massage therapists kept the guests as chilled as their cocktails.

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