Having worked closely with the McLaren Automotive team to coordinate a hugely successful global launch tour for both the highly coveted McLaren MP4 12C Coupe and Spider incorporating over 48 locations, we were delighted to be invited to produce the press event for the prestigious Paris 2012 Motor Show. This was the first time McLaren had participated in a premium motor show so it was important that the impact was significant, it was also the first public unveiling of the much anticipated McLaren P1 so we had to ensure the press launch was one to remember.
What we did
We were responsible for planning the entire show in every detail ensuring the meticulous handling of every aspect, including:
• Overseeing the stand build and subsequent breakdown
• Supplier liaison
• Booking all venue and stand specifics
• Project managing the running of the stand for the duration of the show, including all technical elements
Working closely with the McLaren PR team, we came up with an exciting reveal sequence for the P1. We used a gauze pyramid to cover the car up until the reveal moment thus creating excitement and huge anticipation in the build-up. We then used the gauze to project on and at the final moment it was pulled up to reveal the P1 to the worlds press.
The entire event was extremely well received by both McLaren and the world’s media and generated substantial coverage internationally for the brand and gained considerable interest and enquiries for the P1.