Ireland's Cairns

Mercedes Product Launch

Ireland's Cairns Dealership

Show brief
Launch the new E-Class Mercedes-Benz in an unusual location using a ‘chocolate' colour palette.

The finer details
The client wanted a big impact, high-value launch to reveal the new E-Class models to 150 established Mercedes customers.

The execution
The initial plan was an open-air launch on the wharf - the vehicles concealed by white drapes designed to drop from a free standing truss booth and create the reveal. However, three days prior to the launch the weather bureau predicted wind and rain, so the event was redesigned to take place within a marquee. A live classical trio entertained guests. On cue the music built gradually to a crescendo with theatrical lighting effects that led to the fabric curtain drop and the new product reveal. The launch was met with an enthusiastic response and several vehicles were sold on the night.

A wharf that is only 15m wide at its widest point presented logistical challenges as the venue - particularly with cruise boats disembarking during the pack-up! The original free-standing design posed a number of structural problems that were resolved quite simply by utilising the marquee framing offered by the wet weather option.

"Thank you and your team for the beautiful job you did to make our special event a special event!".
Dealership Principal, Irelands of Cairns.