Lamborghini Takes the Press on a Vegas Voyage
For the May 2008 launch of the Gallardo LP560-4, Lamborghini invited the press to Las Vegas to experience the “Always different. Always Lamborghini.” brand message first hand.
The company invited five groups of 40 to 60 reporters for two-day events that included dinner, brand-themed entertainment and a driving experience on a speedway and a public road. The event’s objective was to bring seven brand values to life: extreme, challenging, Italian, exclusive, aggressive, sensuous and uncompromising.
On the first day, Lamborghini invited reporters into a tent between the Luxor and THEhotel at Mandalay Bay. Inside the tent, guests sat at a banquet table, which doubled as a catwalk and stage. On day two, the guests flew to the Las Vegas Speedway by helicopter to test drive the car in small groups through a handling and dynamics course. The day ended with a test drive through the desert and grand entrance down the Vegas Strip.