Campaign Planning

• Objectives - With five weeks lead time we needed to implement a campaign that delivered immediate results, raising awareness of the show, the manufacturers exhibiting and increased ticket sales
• Audience - We identified our target market as high net worth individuals, owners of luxury or supercars and motoring enthusiasts
  

Media Relations/Getting Noticed

• Target publications - We needed to get the right message to the right people, so approached luxury and society lifestyle publications, motoring and online specialists, newspapers, concierge services and event listing guides
• We developed a new show website salonprivelondon.co.uk, information sheets and press releases on the event and distributed to target media, following up all targets with calls and meetings
• We offered interviews with the organisers and manufacturers and tickets as competition prizes to help leverage coverage prior to the show
• We ran a press launch on the first day of the show, offering media an exclusive preview of the cars, arranged interviews with manufactures and organisers and treated media guests to full VIP hospitality

Evaluation

• Key coverage appeared in Telegraph Motoring, Evening Standard, Top Gear online, Yahoo! Cars, Auto Express and much more
• Opportunities To See (OTS) exceeded 6 million
• Excellent media relationships established, and good will and support developed for future events
• Salon Prive London has been confirmed at the Hurlingham Club for 2007