LP 700-4 Roadster

Under the Florida sunshine in Miami Beach, VOK DAMS staged an event to launch the new open top V12 super sports car from Lamborghini

Against the backdrop of jet-set Miami, the Lamborghini Aventador LP 700-4 Roadster was experienced on road and track by more than 400 international lifestyle and automobile journalists, dealers and VIPs.

Kicking off two weeks’ activities was a formal presentation on Ocean Drive in Miami Beach. A fleet of the Roadsters, accompanied by a police escort, then thrilled crowds of onlookers as they drove to Miami International Airport, where several Lamborghini Aventador LP 700-4 Roadsters raced in front of a Boeing 777.

The new super sports car demonstrates amazing power and performance, with its top speed of 350 km/h considerably faster than the “mere” 290 km/h a Boeing 777 accelerates to for take-off.

This unique presentation was the result of a long and intensive collaboration with American authorities, including the Federal Aviation Administration (F.A.A.) and the Miami Dade district. A PR spectacle in a class of its own, under the apt working title of ‘Miami City Takeover’, the event was precisely planned, designed, developed, and choreographed by project specialists from VOK DAMS’ office in Hamburg who, together with their British partner agency Goose Communication, were responsible for the international launch event.

The Hotel W South Beach was adopted as the exclusive base camp for the Lamborghini Aventador LP 700-4 Roadster launch. Here, event guests (as well as the affluent and influential hotel guests), attending for 36 hours each in ten event ‘waves’, were entertained each night by a Collezione Automobili Lamborghini fashion show. Each morning a police escort accompanied the international media, dealers and VIP from the hotel to the Homestead race track where the extraordinary Roadster, which accelerates from 0-100kmh in just 3.0 seconds and has a top speed of 350 km/h, was put through its paces by event participants. Each evening, the Roadsters and their drivers returned to The W South Beach via a scenic tour through Miami and Miami Beach, under the jealous gaze of Lamborghini fans and paparazzi.

The strong presence of both the brand and the new Roadster in the region, as well as in the local and international media, turned the fashion and merchandise collections of Lamborghini into sought-after ‘must-haves’, which could be purchased at a specially-designed Lamborghini pop-up store in the exclusive Lincoln Road area of the city.

Timo Hallwachs, Chief Creative Officer of VOK DAMS Events, summarizes the results: “We produced a brave and innovative event concept in conjunction with a client that constantly wants to push boundaries and do things differently. Through consistent regional-political lobbying and a simply sensational international team of both VOK DAMS and Goose Communications, we managed to make Lamborghini and the Aventador LP 700-4 Roadster not only the talk of the town in Miami, but internationally. The media coverage, the thrilled dealers and VIPs and an order bank for this extraordinary car well into 2014, speak for themselves.”


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