On the occasion of the press launch of the BMW X5, we created the appropriate surroundings to present the character and strengths of the new off-road sedan to media representatives in an authentic off-road environment.
In the rural periphery of the US city of Atlanta, the innovative SAV (Sports Activity Vehicle) BMW X5 could be experienced in all its dynamic off-road capabilities in pristine natural landscapes.
For the international PR launch of the new BMW X5, we brought our US expertise along with our network to the table. Precise German planning, coupled with local destination management and location expertise as well as full production service, made the test drive a special experience. The result was worldwide media coverage for the sales launch of the BMW X5.
To authentically experience the benefits of the innovative SUV, we chose Painted Rock Farm in the rural outskirts of Atlanta. The exclusive private property and its adjacent surroundings combine idyllic nature with ideal off-road driving routes.
On the edge of a wooded area, an event location was set up that reflected the core messages of the PR event – outdoor experience and innovative technology. Natural materials in the décor complemented modern presentation tools, such as the free-standing, multi-touch display for vehicle screening. After a detailed product briefing, the journalists experienced the car up close on a wide variety of driving routes and surfaces with all levels of difficulty.
Thanks to our comprehensive full-service, the project was implemented, not only with a high degree of flexibility, but also with maximum budget efficiency. For this purpose, we relied on cost-cutting domestic production and the use of our own material, which was shipped to the USA.
