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Event Marketing with Luxury Vehicles

The Gist

The launch of a new vehicle – particularly one that has gone through a massive redesign – is a big deal to automotive junkies everywhere. The hospitality event for a major luxury vehicle launch had to balance suspense, style, and entertainment in an evening that reflected an older, upscale clientele.

The Challenge

Big reveals are hard to keep under wraps. And traditionally, in the automotive industry, those wraps are oversized pieces of silk. When it came down to promoting this new vehicle, we had to position luxury to its target market while maintaining an economical budget.

An event such as this requires several things behind the scenes:

  • Invitations to draw enough wonder and awe to attend a social event at a car dealership during prime time
  • Emptying a showroom full of a dozen vehicles and jockeying in new vehicles after-hours
  • Covering the yet-to-be-revealed vehicles while also requiring them to be fully detailed to a degree you could lick them
  • Maintaining contingency silks in the event of a silk accident (these cost several hundred dollars to dry clean)
  • Balancing the guest flow in a very Feng Shui manner to ensure that guests can manoeuvre snacks, drinks, and vehicles
  • Programming entertainment that doesn’t overshadow the big reveal, but also doesn’t bore guests
  • Ensuring that a designated driver service is on hand should guests indulge in the signature cocktails a little too much
  • Tearing down and re-jockeying vehicles through the show room and detailed for next business day

They say booze makes any party. But when hosting an event for an automotive brand, it’s a responsibility that has to be taken very seriously. As such, the inspiration of the new vehicle’s clean lines and sophisticated design provided the inspiration for a modern, minimalist reception.


From the teaser invitation to the arrival at valet, guests were excited for the big reveal. The event was promoted to existing customers and prospects and featured a wide array of gourmet food and an open bar. Though the corporate office of a major automotive manufacturer would handle the multimedia and “reveal” script, we put added luxe details like iced shot glasses and calla lilies encased in blocks of ice. Guests were treated to a stylish eco-green shopping bag with videos and branded treats to take home.


After the big reveal, a special appearance took guests by surprise. Professional opera singer, soprano Ambur Braid, was in attendance at the event and masquerading as a guest. As momentum started to shift, she emerged from the crowd and entertained guests with a beautiful acoustic performance back dropped by the sophisticated vehicles. As she faded into the crowd with the last note from her powerful voice, a DJ took over and kept the energy of the party up.

In Closing

While a car dealership may not be your first pick for a fun night out, building on the mystique of brands is a great way to extend the customer’s experience. The success of this event was rooted in multiple points of contact, including email and traditional postal mail, as well as personal phone calls to VIPs. Matching the look and feel of the new vehicle model to the persona of its target market produced a strategically crafted event that delighted partygoers well past the “dine and dash” point.

Sweet Words

  • Maya’s tenacity and commitment to the success of a plan is incredible. Running a successful company requires trusted, talented, authentic, passionate people, committed to doing whatever it takes to realize a vision. To find some of those traits in a person is common, to find them all is rare. Maya is that rare find. When it comes to marketing, it’s easy to get stuck in the weeds. Maya knew where to start and where to focus our time and resources so that we could execute a bold growth roadmap. She took the time to understand my company, our history, purpose, value, and values to craft the voice of our brands and create realistic marketing strategies. Above all else, I trust Maya deeply as a sounding board whose advice has never steered my wrong.

    Andrea President & CEO @ Shrader
  • Maya captures and develops a brand’s voice into strategic content, personalizing each approach for the brand itself, a key skill we look for at Horsefly. Her writing consistently hits the mark, making her an exceptionally reliable contributor. She is equal parts creative and methodical and manages her deliverables efficiently with the perspective of a seasoned account and project manager.

    Holly Davis
    Holly Davis Principal @ Horsefly Group
  • For a growing agency, it’s tough to find talented people who can reliably pinch hit and handle growing pains with equal amounts of grace and tenacity. Not having someone with strong skills can impact profitability and client happiness. Maya’s expertise in digital marketing is top notch and her strategy work is always exceptionally thoughtful and relevant. She is someone who puts her heart, gut, and mind into what she does, and is a pleasure to have on a team. She’s also an operations geek who thinks like a business owner and is able to effectively galvanize a team whenever she’s in a leadership role. Maya’s approach is invaluable. Maya is a trusted partner who not only puts up with our awful puns, but genuinely wins our hearts and confidence every time we work together.

    Kyle & Tom
    Kyle & Tom Co-Founders @ pb+j
  • Launching a basic e-commerce website is one thing. But launching an e-commerce site with intricate, customizable options is a task I wouldn’t trust just anyone with. Maya and her team brought my vision to life with an impeccable eye to the details of how I run my business. She understood exactly what I needed in helping me move from an Etsy shop to a fully integrated solution that my customers love. Maya thinks like an entrepreneur and makes things practical and uncomplicated while pouring tender loving care into her work.

    Sarah Owner @ Hansen Equestrian
  • Launching an established brand in a new geographic market has a whole set of challenges that not everyone can handle. Everything feels like it needs to get done all at once, but budgets are limited (and so is time). Working with someone who understands the need to prioritize is critical. Maya gave me confidence and ease because I knew she had my best interest in mind. Her genuine care and entrepreneurial spirit meant she treated the budgets like her own money, trying to be as economical and practical by prioritizing the “musts” over “nice to haves.” She kept me reined in with her calm, straight-forward style and I trust her advice completely. Having a consultant who can look at both the business side and the creative is a rare find.

    Gurpreet Principal @ Apalco Lifestyle Brands
  • As any business owner understands one must wear many hats. Marketing with all its components requires a high level of skill and consistency and we struggled to find the time and did not have the expertise to be effective. It can be overwhelming but working with Maya brought a sense of relief (and engagement with our content). There is a distinct difference between working with a writer and working with Maya. She felt as though she was truly part of our team and not an outside contractor. Her care to understand our business strategy and goals adds a valuable dimension that goes well above what a standard copywriter provides. Her genuine care and thoughtfulness make her a loyal, trusted collaborator I can count on.

    Glenda President @ Proforma SI
  • I had the pleasure of working with Maya on the Give a Latte Campaign in support of Autism Ontario. Maya spearheaded this extremely successful crowd-funding campaign utilizing her extensive strategic marketing skills and her social media prowess. Thanks to Maya’s project management skills, this campaign more than tripled its initial goal and will make a difference in the lives of adults living on the autism spectrum. I would highly recommend Maya for all things digital marketing! 

    Stephanie Marketing @ Autism Ontario
  • Passion, creativity, care, and genuine excitement for her work are all ways I would describe the experience of working with Maya. She has demonstrated a genuine interest for our business. A prime example of this is her leadership in creating an "Inspiration Folder" for us to brainstorm ideas and keep up with industry trends. Dedicated to excellence, Maya has always fostered an open and honest dialogue and provided well thought out advice to help us reach our goals. Always thinking outside the box, Maya's creative ideas and approach are refreshing. 

    Jeff President @ Lorpon Labels
  • Major projects like websites and communications changes require a lot of patience and persistence. Maya was a great asset to me during a major website redesign and re-branding (and all that entails); her dedication to capturing detail and building working relationships was what moved project status. She genuinely cares to make a difference and work collaboratively, and all her advice and feedback is transparent and thoughtful.

    Sam Vice President @ Jonas Software
  • Maya is a natural when it comes to providing her clients with valuable content that is tailored to their brand and crafted to provide the greatest results. Her attention to detail, poised personality and clear communication style makes her a true pleasure to work with. 

    Tania Marketing & Communications @ Venus Concept
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