In 2001, MINI selected us to introduce the new MINI Cooper to their North American dealership owners. We were briefed on the brand and its launch plans, and developed a program designed to help dealers understand MINI style on an intuitive level.

Launch strategy meetings were held in London, followed by a tour of the newly renovated plant in Oxford. The dealers were introduced to their new Brand Advocacy Partner, Crispin Porter & Bogusky, and advertising plans profiled. And the highlight of the experience was an intimate design discussion with the lead designer of the modern MINI, Frank Stephensen.

In 2002, the official US launch of the MINI brand was heralded in a 20-day series of events in San Francisco. We introduced the MINI to dealers, sales associates, after-sales representatives, and the press.

Business meetings, training sessions, and custom ride-and-drive events allowed each participant to experience the wow-factor of MINI first hand.

We are proud of our continuing association with MINI USA, and we are the only production company continually trusted to produce their dealer meetings. Since the brand launch, we have produced MINI events in Atlanta, Hollywood, Barcelona, DetRoit, and Rome •

       BMW set the bar high for their Z4 Roadster Launch Event. Not only would it be the first opportunity for BMW Dealers to experience the highly anticipated roadster, but it was also to be the worldwide premiere of three new BMW Films. A sleek tarmac housing the high end private planes at the Santa Monica Airport was selected as the venue for the event. A large hangar on one end was the ideal location for screening the BMW films, and the huge open tarmac provided the ideal opportunity for an unusual car reveal. Most car reveals are very slow; a car can only pick up so much speed, even on a very large stage. We developed a reveal event that made the most of the football field sized space.

Dealers enjoyed a cocktail party on the tarmac, in an environment designed to impress and facilitate mingling. As the sun set, the Dealers entered a large hangar with two large projection screens and raised seating areas. Welcome speeches were delivered, executives reviewed the exciting features of the Z4 and the upcoming marketing plan, and then the three BMW Films were screened.

      The last film, “Beat the Devil”, featured James Brown. As the film ended, the large drapes at the entrance to the hangar swiftly opened, revealing a nighttime sky and a 360’ long tarmac filled with fog. Dramatic music played as six pairs of headlights switched on; all six cars raced directly toward the audience. The front car swerved into a final position as the convertible top was lowered. The audience heard a replay of the dialogue from the film, in which the driver kicks James Brown out of the car. Gasps were heard in the audience as they realized that it really was James Brown emerging from the Z4. The event was considered to be a huge success, and BMW still says that this was one of the most exciting reveal events they’ve ever held •