TRO has already begun a series of familiarisation and training days that will target hundreds of retailers, sales consultants and fleet managers by the end of December.
The events, taking place at the Millbrook Proving Ground, in Bedfordshire, are designed to motivate retailers, sales consultants, fleet managers and consumers in advance of a TV advertising campaign that starts on Boxing Day.
In line with the cinematic theme of the campaign, TRO has created a Vauxhall-branded cinema setting for the training events, with surround sound, 6.5m projection screen, popcorn and hotdogs.
Delegates are also given driving opportunities on the track, including access to competitive vehicles.
The training programme is part of a wider experiential strategy that has seen TRO deliver a series of interactive roadshows around the UK, during which consumers were invited to play virtual stunt drivers and star in a trailer for the ‘All New Astra' film premiere.
The activity culminates in fleet customers being invited to Millbrook and then 75 corporate customers being taken to Bath for a VIP weekend with their partners.
A total of almost 5,000 corporate and consumer guests have been incorporated into the overall programme of events.
Vauxhall marketing operations manager Keith Michaels said: "This is a major launch at the end of a challenging year. We are delighted with the experiential activities supporting the launch of the all new Astra - a very powerful and integrated combination of events, which greatly contributes in strengthening our marketing strategy."
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