Swiss Summer Tour Roadshow
Mazda approached us to organize a 10 weeks (from July to September) tour of Switzerland with a fleet of 7 Mazda6 AWD Sportwagon vehicles to present and promote this new model. To achieve this, we imagined and developed the following strategy: the 7 vehicles drove to strategic locations in Switzerland at key times and periods in order to be noticed by a largest number of people possible. The Tour was organized around the calendar of major summer events and dealership events. The Mazda Swiss Tour covered all major cities of Switzerland as well as touristic mountain sites.
We carefully selected 7 drivers with specific profiles, in line with the brand, to be their "ambassadors". Our team also came up with a social media marketing strategy to activate effectively this Mazda6 AWD Sportwagon Summer Tour.
Events Concept was in charge of designing as well as managing the event before and during the Tour. A project Manager was permanently connected with the Tour Leader of the drivers’team and with Mazda Switzerland to ensure the smooth running of the project.