Porsche

New Tracks. Every Destination. Always Porsche.

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  • PROGRAM:
    All-New Cayenne China Premiere
  • AUDIENCES:
    Media
  • LOCATION:
    Guangzhou, China
  • SOLUTIONS: 
    Creative Design
    Registration
    Media Event Management
    Exhibit Operations and Logistics
    Event Technology

A Ride Like No Other

Long regarded as the epitome of luxury and prestige among automobile brands, Porsche was looking to debut its all-new Cayenne in China at the Guangzhou International Auto Show. Past models saw overwhelming global success, so this new series needed to continue emphasizing the brand's high level of performance. Because this media event served as the debut for the Porsche Cayenne in China, Porsche required an unparalleled launch experience.

Exploring the Identity

The 1,200-square-meter venue was designed to encompass both mingle and launch areas. Our objective was to give the media an opportunity to better connect with the Cayenne model and understand how it came to be. The launch concept was “New Tracks. Every Destination. Always Porsche.” Our strategy was to deliver an experience centered around the history and origin of Porsche SUVs, the accomplishments of the Cayenne model, and the lifestyle that it embodies. 

Getting Acquainted

Through informative and interactive car displays, we presented a story of the Cayenne’s rich history that included the A380 tractor, its involvement in corporate social responsibility projects, and its stellar performance in the Transsyberia cross-country activities. The anticipated reveal of the Cayenne’s new design was tastefully executed in a sealed box concept, creating an intimate yet magical moment for the guests. This was followed by an opportunity to get up close and personal with the vehicle.

Media Reverberation Amplified

Porsche Cayenne’s first show in China attracted 200 media participants. Every aspect of the event facilitated the media in acquiring press content and materials needed for comprehensive coverage. At the venue, a two-story media workspace and a download area were also available for them. Creating greater convenience for the media resulted in a positive firsthand experience and faster media coverage, which put the Porsche Cayenne launch in the spotlight for China’s luxury automobile market.