Mazda Motors UK.
National Dealer Launch.
Mazda's All-New Mazda3 is a critical model introduction for the ever-growing brand.
The Mazda brand's path to premium has taken a major step forward with the introduction of All-New Mazda3, the first new-generation model. RacingLine's brief was to create innovative and stylish and premium event environments across two locations with engaging blended learning to showcase this important new model to the entire dealer network.
RacingLine created a fully immersive launch event around the All-New Mazda3, welcoming 400 of their key dealer staff to twin venues across four days. The two venues represented very differing challenges, but in each, a multipurpose event space was created inside and outside the venue to provide a fresh and classy delegate experience at each.
These event environments showcased All-New Mazda3 product line up against its key competitors. RacingLine's responsibilities were broad and all-encompassing: produced the event theme, managed the production and guest communication process. The venue was beautifully dressed with dramatic lighting and elegant branding elements throughout, to create a true Mazda look and feel to the venues.
20 competitor vehicles were sourced by RacingLine for both drive and static appraisal purposes. Meanwhile, the RacingLine team developed the full day's training content structure from scratch, providing a team of our partner trainers to deliver the content in a lively, engaging manner.
Out on the road, RacingLine's drive team of 12 Brand Ambassadors led the Mazda3 and competitor drive appraisals - comprising two 50 minute road routes complete with 6 changeover points for each drive. The Brand Ambassador team led the blended learning via radio communications with their following convoy, allowing delegates to experience as they drive.