The Hamburg branch of the VOK DAMS GRUPPE, one of the internationally leading agencies for events and live-marketing, supported its client Automobili Lamborghini with an exclusive hospitality programme at the Lamborghini Blancpain Super Trofeo, a series of races, which took place for the first time in 2009.
The task of the Hamburg event specialists, who also launched the Gallardo LP560-4 Coupé, the Spyder and most recently the Aventador LP 700-4 Roadster for Lamborghini, was to design and support a hospitality area for the drivers, teams and VIP guests which would be well representative of the brand.
“‘Always Different. Always Lamborghini.’ was the motto for our idea”, said Timo Hallwachs, the head of the Hamburg team of VOK DAMS. “The design of an ordinary hospitality solution was to correspond with the brand values. Each contact with the customer or potential customer was to promote the brand and support its unique image,” Hallwachs continued.
To meet these objectives, a solution was found which naturally complemented the uncompromisingly aggressive image of Lamborghini and emphasized the clear positioning as luxury brand at the same time. The hospitality area was set up in simple, olive-green military tents whose interior boasted a high-class design.
“The tents simply represent extreme luxury, surprising and different, as expected,” said Lamborghini’s Director Brand and Design. “The new series reflects our brand values – motor racing on the highest level and luxurious support at the side of the circuit. Here, our customers and race drivers, who are looking for a new challenge, have the chance to experience Lamborghini right in the middle of the world of motor racing.”
Blancpain, the exclusive Swiss watchmaker, also discovered the possibilities that lie in the contrast between pure sport adventure and absolute luxury. Thus, Blancpain was the race series’s title sponsor.