On October 22, 2015 Jaguar Land Rover hosted a product launch event to unveil their new, 2016 product lineup. With a variety of new vehicles including the XF and Discovery Sport, the execution of the launch event helped to properly showcase all the features and appearances of the new vehicles. This event not only unveiled the 2016 product line up, but it also allowed Vancouverites to see the all-new 2017 Jaguar XE in person for the first time. The event catered to both potential and existing Jaguar Land Rover clients.
To increase engagement levels with the attendees, Jaguar Land Rover set up bars, a wine tasting area, live music, a photo booth and hired caterers to serve food & drinks.
The use of furniture and decor helped to transform the space into a luxurious and sophisticated venue. Pipe and drapes played a big role in this event. Not only did it hide all the flaws of the space but the white coloured drapes allowed for easy light colour changes. The couches gave guests a place to sit while the high tables allowed guests to put their drinks or food down.
As a whole, the event was well executed and well attended. The main features that stood out, besides the vehicles, were the food, decor, entertainment and drinks. Attendees were well looked after as the food and drinks staff understood how important it was to entertain the guests. Servers were informed to enter from multiple entries to ensure everyone had a chance to eat while bartenders gave exceptional service by engaging with the attendees and walking around to top up guest’s wine glasses. The floor plan was strategically thought out to allow enough space for guests to get a close look at Jaguar Land Rover’s new product lineup and to take pictures.