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As the MiTo is a new car in an entirely new market segment for Alfa, the company needed to impress and reassure dealers and at the same time, prep them for the younger type of customer the MiTo was expected to attract.
To secure an appropriate venue for the Annual Principals' Convention and through theming and decoration, to support the launch of the MiTo. The themeing needed to echo the cues of the MiTo advertising campaign while reinforcing the car's young, funky, vibrant, sporty and winning image.
The Conference was to begin with Product Workshops for approximately 200 people. For this we chose the newly built five star Sofitel hotel at Heathrow Terminal 5. The dinner venue had to be "Sporty and in the London area". Twickenham seemed the obvious choice and our event was one of the first held in a newly completed section of the South Stand.
For full impact we built a stage and 40' screen flanked by one MiTo and the Alfa Supercar 8C. The room, decorated in black, white and red, echoed the theme of the advertising campaign.
Other highlights included an interactive Question of Sport quiz hosted by Annabel Croft and having Lord Sebastian Coe as the after-dinner speaker. The winning theme continued late into the evening with a fun casino.
This is the second annual conference that tmb have undertaken for Alfa Romeo and attendees and management commented how this was the best conference that they have attended. tmb will undertake the same conference in 2009. This theme was also rolled out in two other training courses for sales executives, service executives and customer-facing staff within dealerships. We are currently planning for this to be filtered through to the public via a series of shopping centre promotions.
