Event Type: Product Launch GMC / Ride and Drive Activity
Date: March 2007
Event Name: GMC Launch 2007
Client: General Motors
Location: Dubai, United Arab Emirates
Attendees: Members of the Press – General Motors Dealership Representatives - Guests
No. of Pax: 500
Description: AOS’s task was to create something fresh and exciting to re-ignite the press, dealer and public guests’ excitement about the GMC brand. With a rich history, our client communicated his desire to incorporate the history of the brand and create a journey through time so that his guests would fully experience and understand the development of the brand. AOS set about finding a venue where such a story could be told and the history re-created.
Through the use of 6000 square meters of exhibition space, AOS designed and built a GMC showroom, showcasing vehicles from the past as well as current models. Each area was specifically designed to suit the purpose, whether for a vehicle reveal, product presentation, meeting or social function.
To add to the value of the program a ride and drive activity was also arranged so that guests were given the opportunity to test the vehicles on the road, in Dubai.
AOS’s responsibilities included the development and management of concept creation, venue scouting, branding, gifts, collateral, communication materials, venue management and set up, launch concept, entertainment sourcing, production set up, lighting and sound. In addition AOS managed all guest relations, visa management, transfer and transportation arrangements, logistics, vehicle fleet management, hotel accommodation, food and beverage functions and provided on site administrative assistance.