Pci:Live in Spanish car show

Agency Pci:Live launched General Motors' Opel Astra and Tigra Cabrio models to more than 8,000 dealers in Spain throughout March.

The event saw 23 groups arrive back-to-back over three weeks to take part in the three-day event. Business meetings and presentations were combined with a ride and drive element.

The European Astra was unveiled at the Circuito de Jerez, home of the Spanish Grand Prix. A mobile auditorium ran alongside the car on the track so dealers could see the Astra in action while listening to the design details.

AV outfit Blitz Communications supplied sound and video facilities. Pci:Live also worked with VLPS Lighting Services, Vertigo Rigging, Autoclean and Pro Drivers.

Pci:Live project leader Frank Kucharski said: "The mobile auditorium provided an interesting contrast to the traditional unveil with a car on a turntable. Dealers then drove to a second venue, giving it an "on holiday with Astra" feel. Feedback has been extremely positive."


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