Challenge
Create a combination dealer training and consumer event for the Land Rover 2010MY “On the Road” Launch.
Solution
Since 2001, TSG has handled all of the training launches for Land Rover University, usually held at 5-star resorts. With the downturn in the automotive industry in 2010, TSG was challenged to an on-the-road version for the reveal of that year’s reveal models. We created the theme and logo for BOLD 2010, designed and printed training and event announcements, email blasts, a dealer registration website, roll-up displays, staff apparel, participant gifts such as hats, commemorative pins, notebooks and pens, and even custom license plates.
Materials were to be delivered every two weeks to various drop-off points for the teams of trainers traveling to over 200 dealers across the United States and Canada over a ten-week period. TSG also created an online consumer door prize registration page with accompanying point-of-sale signage for the consumer event held at the end of each day’s sales training at the dealership. Even the vehicles that were driven to each training event were body-wrap decaled with the BOLD 2010 theme.
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