During the collaborative dinner series at EAT! Vancouver, strategic placement of Jaguar and Land Rover vehicles provided increased exposure towards the brands. Two parking meter spots were reserved for the duration of each day to maximize exposure and ensure the safety of the vehicles. As patrons were waiting patiently in line for their dinner reservation, the cars stole the attention and allowed for extended interactions with patrons. Special cultural considerations were also taken into account when choosing colours. a red Range Rover Evoque was selected for the restaurant Bao Bei due to red’s connotation with luck and prosperity. In some instances the guest chefs also took their time to enjoy the interior of the luxury vehicles.