Volvo unveils nine-week Swedish dealer launch

Line Up to handle XC60 experiential launch

Agency Line Up has unveiled details of its latest project for client Volvo - a nine-week global dealer launch in Sweden kicking off at the end of this month.

The launch of the new Volvo XC60 model will see 5,600 dealers from 32 countries take part in a two-day experiential programme in Gothenburg. ‘Shaping the Future 2008' will be staged at a disused warehouse, transformed to create a three-floor Volvo experience with a specially constructed ‘Urban Obstacles' driving track attached.

Inside the venue, key features include themed presentation and workshop areas, plus four experiential ‘loft apartments' designed to reflect the varied lifestyles of four typical Volvo customers - an architect with a young family, a female doctor with a passion for exotic travel, a web designer with a craze for extreme sports and a banker with a taste in expensive hi-tech gadgets. The idea of the apartments is to give dealers an opportunity to experience the lifestyle of their customers, both during the day and during dinner parties in the evening.

"This is the third year we've handled a global product launch for Volvo, and this year's event is our most ambitious yet," said Line Up director Rob Leach.

Have you registered with us yet?

Register now to enjoy more articles
and free email bulletins.

Register now
Already registered?
Sign in
Why venue choice is crucial for a creative event

Why venue choice is crucial for a creative event

Cultural locations can give a conference an extra infusion of creativity says Southbank Centre's Ali Gannagé-Stewart.

Typhoon in Tokyo: An event planner's experience

Typhoon in Tokyo: An event planner's experience

The arrival of Typhoon Hagibis after a week-long event in Japan required serious crisis planning by TAG's UK director of events.

Freeman appoints new executive producer

Freeman appoints new executive producer

The brand experience agency continues to expand its EMEA production team in London.

What's new at IBTM World 2019

What's new at IBTM World 2019

David Thompson, event director for IBTM World, talks about what's being planned this year in Barcelona.

Experience12 hires new account manager

Experience12 hires new account manager

Holly Carters joins from MediaCom where she worked with clients including Coca-Cola and Peugeot.

My Dream Event: no phones, Disney raps and Not Giving a F*ck

My Dream Event: no phones, Disney raps and Not Giving a F*ck

Hannah Spurdle, account manager at GOTO Events, would have her guests celebrating until the early hours.

What made Belfast the Best Events Destination of 2019?

What made Belfast the Best Events Destination of 2019?

Visit Belfast took home a C&IT Award in a year full of accolades, development and economic growth.

ICC Sydney: More Than a Venue

BCD M&E acquires L37 Creative

BCD M&E acquires L37 Creative

Acquisition of Chicago-based event production agency will strengthen BCD M&E's US capabilities.

England Rugby's head coach reveals how long meetings should actually be

England Rugby's head coach reveals how long meetings should actually be

Eddie Jones explains why shorter meetings with clear messages are a winning formula in sport and business.

LATEST JOBS