SEAT Leon Cupra launch - Mallory Park
300 journalists, 3 days, 2 sites, 1 event. With the help of IDILIK, SEAT changed the way they launched cars. With an emphasis on the brand rather than the 'unit', it redefined how the motoring press had historically viewed the brand. Culminating in the CUPRA launch, Mallory Park was branded as a special test event with 'fast laps' in the track based race car with professional driver Jorge Gene and self driven laps behind the awesome Pace Car we created specifically for this job. Later at the 'drivers club' branded 4 star hotel, the journalists got an insight into the life of a racing driver with all its luxury and pizzaz. Journalists constantly noted how every detail of the launch was forensically manicured.