International Press fascinated by New “British Off-road Car”
An authentic country location in Oxfordshire – the Soho Farmhouse – was the most important venue for the launch of the new MINI Countryman. Unique in its kind in England, natural and appealing, this exclusive members-only resort provided an authentic brand fit and was the perfect setting for ca. 350 international journalists.
Divided into 7 groups, they were able to experience up close the adventure of the MINI Countryman in the environment of the English heritage. The guests were welcomed in an English manor house steeped in tradition. During in-depth expert talks and impressive off-road drives, no question was left unanswered and the guests let the compact MINI feeling work its magic on them on the evening prior to the press conference.
With the launch of the new generation, the well-established British brand continues its advance in the premium compact segment. The new MINI Countryman is the largest and most versatile model in the 57-year company history. It is a completely new development and reflects considerable progress in space, functionality, sporty style and premium features.
The adventure was coordinated by the Munich office of the Agency for Events and Live-Marketing VOK DAMS. They succeeded during the campaign pitch with a brand-adequate concept. The successful combination of sustainable brand experience, emotional appeal and personal appreciation made every single guest feel special at the international media launch.
Conclusion: A very compact yet brand-adequate press launch setup. Complete adventure, complete experience, completely MINI.