ALFA ROMEO
CUSTOMER & MEDIA LAUNCH
Turning restrictions into exclusive experiences
To celebrate Alfa Romeo’s 100th anniversary, the brand created the awesome new GTA, a modern day interpretation of an Alfa legend. TFI Lodestar’s task was to design and deliver both a customer and media launch programme - and with only 500 units available globally, the event needed to be as special and exclusive as the car itself.
The TFI Lodestar team managed a personalised invitation process which included invitation follow-up calls to each individual guest to maximise attendance and reassure them in relation to their safety in light of COVID-19.
On the day, we needed to ensure the format met - and exceeded, wherever possible - the various safety measures required to mitigate the risk of the virus spreading. We took that as an invitation to create something extra special.
For Alfa Romeo, this meant giving a small number of carefully-chosen guests an intimate experience in a stunning open-air venue, enjoying one-to-one attention in an exclusive and relaxed atmosphere.
The guest experience included a multi-sensory GTA walk-through space, the opportunity to test drive Giulia and Stelvio Quadrifoglio on local roads, an Italian-style picnic and, of course, a chance to meet, hear, and even buy, the new GTA itself.
