Press Meeting Lexus Nice
Lexus, the world leader in top-of-the range hybrids, launched its superb convertible, the IS250C, in Europe last June.
The media relations operation involved inviting motoring journalists from all over Europe to view this new model from the premium manufacturer over a two-week period, a day for each country. The main objective was to give the journalists the opportunity to drive the car in the best possible conditions, for them to discover the real driving pleasure offered by this convertible, which rounds off the Lexus IS range.
This event took place over two weeks, with an average of 30 journalists a day, and generated such interest in the press that the media coverage paid for most of the cost of the event.
Lexus Europe engaged d-side to handle all the logistical aspects of the event (welcome, registration, hotels where required), the audio-visual presentation (keynote and videos), and the table settings and decor at the venues. The car-related aspects were the responsibility of a Spanish company which has been working with Lexus for many years, and with which d-side established a partnership which was one of the keys to the success of the event.
In addition to the success of the event, cooperation between the experienced Lexus PR and d-side teams on a number of projects also helped to create a positive and constructive atmosphere that perfectly matched the idyllic surroundings of this region… An experience to be repeated as soon as possible in this dream area…