Case Study

  • Agency: Maritz Travel, Germany
  • Client: General Motors Europe
  • Destination: Copenhagen
  • Event: European Dealer Launch of 2005 model Opel Zafira (Family MPV)
  • Time: June-July 2005


To create a “values environment” that matched the intrinsic values and the image that the client wished to project for the model to be launched.


To organise overnight accommodation, meals and events for 7.500 persons across a 3 week time span – a total of 15.000 overnights and more than 70.000 meals


Approximately 400 persons arrived and departed each day, attended an ice show (created especially for General Motors by PCI Fitch, UK) depicting some Hans Christian Andersens’s fairy tales which related to the qualities of the car, during which the car was unveiled, which took place in a former Tuborg Brewery bottling plant. On the second day, dealers attended an A/V presentation of the car as seen from a client viewpoint, which was organised in Øksnehallen – formely the pre-slaughter stables at Copenhagen Meat Market. The rest of the day was then devoted to test driving the car, using locations that were also used for the film, before returning to Øksnehallen, which had been completely redecorated for dinner – a celebration of Scandinavian style with entertainment and a dinner based on new Nordic cuisine. Before being taken to the airport on the third day, the dealers attended a final, pre-delivery presentation of business information and then had a cruise through Copenhagen’s harbour to the Opera House where there was a back stage exhibition of the car, before enjoying lunch in the Opera House.


Preparations commenced 1½ years prior to the event. During the final 7 months, First United had a permanent four man team of project managers who were dedicated to the event. As event implementation came closer, this expanded to a squad of 100 event supervisors, coordinators and hostesses, working in 11 different locations.


Jens Hauer, General Motors Europe: “This was a highly significant launch for Opel. Our dealer and fleet audiences are vital to the vehicle’s success and this event gave them an extensive opportunity to experience the new Zafira, in ways in tended to surprise and stimulate. The service First United delivered was exceptional and Copenhagen is ideal for first class events. We were delighted”