While other auto manufacturers faced grimmer news, Aston Martin capped off the two-city launch of its new $290,000 DBS Volante on Thursday at the Moore Building in the Design District. (The first party took place in New York City's Cooper Square Hotel last Tuesday.) Event marketing firm Miami Marketing Group produced the event, which was attended by 250 of the city's more affluent residents, as determined by income and purchasing power.
"In addition to being two of the most renowned cities in the country, New York and Miami are two of the largest U.S. markets for Aston Martin," said Francesca Smith, pubic relations director for the car maker. "Our goal was to generate excitement about the new vehicle, as well as educate a new client base in both markets."
Aston Martin's marketing and event team hired multiple drivers to ferry the five display cars from New York to Miami aboard a large transport truck, which stopped every 11 hours to switch drivers, as required by the Federal Motor Carrier Safety Administration. Once in Miami, the drivers positioned the cars around the first floor of the venue, where Everlast Productions lit them in white to avoid distorting their colors. A 12- by 12-foot projection screen suspended from the ceiling of the main atrium showed vintage James Bond movie clips that highlighted several Aston Martin models.
In a partnership with the car company, watchmaker Jaeger-LeCoultre displayed its $37,900 limited-edition Transponder watch, created specifically for the Volante, to lock and unlock the car remotely.
Ultimat Vodka sponsored the bars located on the first floor of the building.
