The recognition weekend will be for around 80 of Peugeot’s top dealer principals and their partners, who have achieved the automotive company’s Gold Lion status.
Gold Lion award dealers are recognised for elements such as customer service and sales performance, customer feedback, showroom specification and product availability.
The Peugeot dealer principals will travel to London, where they will spend 19-21 April at the W London Leicester Square.
The weekend event will include theatre activities and a themed dinner.
Agency Adding Value was appointed following a nine-way pitch, and managing director Tina Morris said the idea was to create a "glitzy London weekend", which departed from previous years.
Peugeot Motor Company dealer events and incentives manager Louise Dowling said: "The Guild of Gold Lion event recognises excellence within the dealer network and the emphasis for this most prestigious reward is on quality, exclusivity and relaxation.
"Following a competitive tender process, we selected Adding Value to manage this event, as they proposed a very different solution to previous years. This year is all about the glamour and sparkle of London, befitting the Gold status of the audience. We are diverting from previous event formats so we needed to choose a trusted agency that really know us and our guest profile and who have demonstrated a great passion for and real understanding of London."
Adding Value is also set to carry out a press launch in April for Peugeot’s new 208 GTI, and is currently recruiting four new members to its team.