A Fun + Memorable Event for Launching a Luxury Vehicle
Guest Count: 800
Location: Aurora Jet Hanger
In 2017 Jaguar Land Rover Edmonton contracted River City Events to plan and execute a launch event, designed to reveal their newest luxury vehicle - The Land Rover Velar, to their top 1000 clients, partners and supporters. Our event was a departure from the typical unveiling event for luxury car owners, which usually takes place at the dealership and features a stand-up reception. We wanted to do more - we wanted guests to feel excited, engaged and entertained.
We wanted to tell the brand story of Land Rover.
The new model is the first of its kind, bringing unprecedented glamour, modernity and elegance to the Range Rover family. To showcase its transformational design and engineering integrity, it was important to create an event with a distinctive look and feel and select a unique venue for the exclusive reveal.
River City Events led the planning and the execution of the event, managed the logistics and all vendors involved, created the custom design, and provided all event rentals.
1. Brand Appropriate Décor
Red carpets and crystal shades with contrasting elements to produce a fun atmosphere like golfing as well as local bands and stage lighting to create a live entertainment venue feel.
2. An Impressive Entrance
After receiving complimentary valet parking, guests were asked to stop and pose for a picture in front of the ‘Paparazzi Wall', which was the perfect memento from the event.
3. Various Interactive Gaming Stations
Golf simulators, longest drive, hockey shoot out, and a RC race car track were positioned throughout the space. The stations created a fun competitive atmosphere and prizes were handed out to the top winners.
4. Product Showcase
In addition to the interactive stations, various Land Rover vehicles were parked around the venue space to encourage guests to touch, experience and fall in love with them – a great marketing opportunity for the sales team.
5. Unexpected Performances
The event boasted aerial performers suspended from the ceiling and a professional emcee who was hosting from three different stages along with the band. A small skit was staged between the emcee and a guest that then turned into a cheerleading flash mob that unveiled the car.