Unveiling six new models in China Rouge, southern China’s most luxurious and prestigious nightspot, took a bit of magic, writes Prudence Lui
The plush China Rouge private club proved to be the perfect setting to show off the six new models to the 600 VIP guests who were settled in sumptuous and comfortable surroundings.
The car launch, which was followed by the car show and car display at East Square, Diamond Lobby and Crystal Lobby, stretched over three months, drawing more admiring visitors and is the longest-running event Galaxy Macau has hosted to-date.
It was the largest event for Mercedes-Benz in Macau, attracting high visitor numbers from China and Asia, one of the brand’s most vital markets in the region.
The launch event was the most challenging, according Galaxy Entertainment Group’s chief marketing officer, Kevin Clayton. “Given the nature of the launch where the combined value of the cars was over HK$10 million (US$1.29 million), and given the exclusive guestlist, extra security and special attention were required.
“Apart from local and expatriate VIPs, there were also 120 guests from Hong Kong, so securing 500-plus roomnights, transportation and car parking spaces were paramount. Additionally, 12 security staff were deployed to ensure the safety of the vehicles,” he said.
The fact that the cars could not be accommodated inside China Rouge for the unveiling was excitingly overcome by inviting Hong Kong-based celebrity magician Louis Yan to “work his magic” outside China Rouge with a live feed to the big screen inside.
Clayton recalled: “The biggest challenge was the technical aspect and the co-ordination needed to have the magician disappear from the stage before the eyes of the guests, only to instantly reappear on the LED screen wall, sitting inside the new C-Class parked outside the club.
“Deservedly it brought the house down,” Clayton said.
China Rouge was chosen because it is southern China’s most luxurious and prestigious nightspot, perfectly matching the brand and its new offerings, he said. “The VIPs were greatly impressed by the contemporary Chinese art and design, distinguishing it as a suitably prestigious venue that evokes today’s new, confident and successful Asia,” said Clayton.
To create a memorable experience, the MICE team at Galaxy Macau added special flair by arranging a dance presentation portraying the evolution of the first Mercedes-Benz automobile to the new C-Class range.
What set this luxury launch apart was how it was smoothly integrated for the first time with China Rouge’s exceptional stage shows, complementing the total luxury experience, Clayton explained.
There was non-stop entertainment throughout the event, on and off stage, thanks to an entertainment team of over 80 people including performers, crew and technical support.
Then came another absolutely over-the-top experience – the first in Macau lucky draw for 28 new Mercedes-Benz cars which took the level of excitement to a new high.
Apart from Galaxy Macau’s 14-strong events team, 12 of the organising team’s core members came from its different business units including its Advertising & Promotions, China Rouge, Entertainment and Catering teams. During the planning process they were in constant contact with the Mercedes-Benz head office in Germany.
Event
Mercedes-Benz New C-ClassOrganiser
Mercedes-Benz
Venue
Galaxy Macau
Dates & No. of participants
Car launch
June 6, 2014, 600 VIP guests
Car show
July 12-13 2014, 3,500 visitors
Car display
July 19 July-October 24, 2014, 3.5 million visitors
Objectives
To present Mercedes-Benz as the world’s leading automotive brand and to unveil its new C-Class cars in an impactful way to VIP audiences
Challenges
Holding the car launch event inside the China Rouge private club, which could not accommodate the cars, thus employing a bit of magic
Results
A spectacular car launch event was pulled off in front of 600 VIP guests, and an additional 3.5 million visitors came along to view the car show and display held at Galaxy Macau’s East Square, Diamond Lobby and Crystal Lobby
