GM Spruces up Dealers Meeting with Theme Nights - Event Marketer

GM Spruces up Dealers Meeting with Theme Nights

DB_Gold_GM - Chevrolet leaders_2003 Ex
Brand: GENERAL MOTORS
Agency: EXTRAORDINARY EVENTS
Awards: EX AWARDS — BEST SINGLE-MARKET EVENT (B-TO-B)
Year: 2003

What do you do at an event when you don’t have a lot of cash? “You get clever,” says Extraordinary Events president Andrea Michaels.

And that’s just what the agency did for a Chevrolet dealer meeting last spring in Scottsdale, AZ. Three nights of events took dealers from past to present, as Chevy charged EE with making sure guests felt as though they “were seeing each area for the first time each night.”

Night One: The Corvette (celebrating its 50th anniversary) was the star of the pool-side event. Vettes from each decade were displayed and prominently lit. Décor included hand-painted umbrellas, each depicting scenes from a different decade. Neon Corvette logos were used as centerpieces, and tables were emblazoned in checkered black and white.

Night Two: The evening tied into the spirit of the Wild West that Chevy had been using in ads with a Western motif (Rancho Chevrolet) used as the backdrop. Cactus gardens, historical buildings and a desert mountain backdrop added to the experience. Display trucks were accented by haystacks, saddles and hitching posts. As they entered, guests passed through a graveyard of competitors.

Night Three: The finale was about making sure dealers felt appreciated. Harpists and classical guitarists performed in different areas. Ice martini bars bearing etched Chevy logos were set throughout. Tables boasted carved ice bowls and gold and white décor. After dinner, Huey Lewis popped up on stage for a rockin’ set attendees grooved to.

The experience was the branding, and the event was a Grade A incentive trip used to reward and recognize the dealers. EE scored high marks by all who attended.

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