Brandscape won the deal to produce the dealer launches at MG Motor UK’s Birmingham headquarters following a four-way pitch.
The day-long events – which will target around 300 delegates in total – are a chance for dealers to experience the new MG6, which is the first model to be developed since the brand was bought by Shanghai Automotive Industry Corporation.
The events will communicate MG’s brand values, product features and target market, as well as providing an opportunity for dealers to drive the cars and view the design process.
Future of MG
Brandscape director Ian Mulingani said: "We had to think about how to embrace the heritage and pedigree in a way that isn’t nostalgic, as well as looking to the future."
To support the launch events, Brandscape has created a series of video films featuring the MG6 and presented by motoring commentator Quentin Willson.
Following the dealer launches, a second wave of events in March will allow selected customers to put the MG6 through its paces.
MG Motor UK sales and marketing director Guy Jones said: "Part of the magic of MG is the great love people have for the brand. We chose Brandscape because they provided fresh and original ideas and have the experience and enthusiasm to deliver."
Brandscape has also worked with clients including Mercedes Benz, American Express, Subaru and Purdey.
Mulingani added: "There are very few opportunities in the automotive sector to work on what is effectively the relaunch of an iconic brand as well as the launch of a new car. We were delighted to be selected."