Volvo appoints Line Up for worldwide dealer launch

Live event and video production company Line Up has won a five-way pitch to mastermind the global launch of two new cars for Volvo to 6,500 dealers in Stockholm this summer.

Delegates from around 35 countries will fly in for a two-day programme, in a series of events staged over a nine week period from June to August.

The format of each event will be highly interactive, featuring on- and off-road activities, track sessions, safety demonstrations and a series of engaging presentations on the new cars.

Line Up will be responsible for the creative look and feel of the programme and the venues; all video, technical and event production; speaker scripting and delegate logistics.

Rob Leach, board director of Line Up, commented: "Having worked on the launch of the S80 to Volvo's global network last year, we're delighted to be have been chosen again to coordinate this year's launch.

"We're relishing the opportunity to produce another highly experiential event to bring the new cars to life for all dealers.

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