For its latest Mercedes-Benz nationwide tour, the LoveMercedes Tour, Chuck Johnsen, the department manager of consumer events and sports marketing hired New York-based EventQuest to create a concept that would capture the upscale essence of the brand to raise the bar from past tours.
The result was a high-end living and marketing environment inside an air-conditioned, tented structure from Prime Event Group/Roder USA that moved with the tour across the country. EventQuest, responsible for all of the design and production, as well as much of the coordination, marketing, and recruitment of sponsors, created a high-tech Mercedes-Benz marketing video that was shown to attendees on the domed ceiling of a tent constructed inside the main structure. Video screens lined the walls and ever-changing, colorful lighting added to the ambience of the main structure's interior.
Keeping with a luxury lifestyle theme, a "Living Well" room showcased Benjamin Moore Paints, Flexform seating, Karastan rugs and carpets, and Poliform modular closets and wall systems. Kuppersbusch cooking appliances, Sub-Zero, and Varenna Kitchen Systems filled a kitchen area, where the Mandarin Oriental Hotel's chef Patrick Lassaque, in conjunction with Gourmet and Bon Appetit magazines, did a live cooking demonstration.
The "Relax & Recharge" area offered attendees massages from the Ritz-Carlton's therapists and "Style & Leisure" showed off mannequins dressed by Saks Fifth Avenue. For technology buffs, Canon brought its latest digital camera and equipment, and Wilson supplied its latest sporting goods.
Outside, three tracks were set up for test-drives-the reason for the event-but with temperatures reaching 100 degrees, guests came, test-drove a car, and clamored back to the air-conditioned structure to soak up the rest of the cool atmosphere.
—Shari Lynn Rothstein
The result was a high-end living and marketing environment inside an air-conditioned, tented structure from Prime Event Group/Roder USA that moved with the tour across the country. EventQuest, responsible for all of the design and production, as well as much of the coordination, marketing, and recruitment of sponsors, created a high-tech Mercedes-Benz marketing video that was shown to attendees on the domed ceiling of a tent constructed inside the main structure. Video screens lined the walls and ever-changing, colorful lighting added to the ambience of the main structure's interior.
Keeping with a luxury lifestyle theme, a "Living Well" room showcased Benjamin Moore Paints, Flexform seating, Karastan rugs and carpets, and Poliform modular closets and wall systems. Kuppersbusch cooking appliances, Sub-Zero, and Varenna Kitchen Systems filled a kitchen area, where the Mandarin Oriental Hotel's chef Patrick Lassaque, in conjunction with Gourmet and Bon Appetit magazines, did a live cooking demonstration.
The "Relax & Recharge" area offered attendees massages from the Ritz-Carlton's therapists and "Style & Leisure" showed off mannequins dressed by Saks Fifth Avenue. For technology buffs, Canon brought its latest digital camera and equipment, and Wilson supplied its latest sporting goods.
Outside, three tracks were set up for test-drives-the reason for the event-but with temperatures reaching 100 degrees, guests came, test-drove a car, and clamored back to the air-conditioned structure to soak up the rest of the cool atmosphere.
—Shari Lynn Rothstein