Line Up designs experiential event for Volvo Cars

Line Up has designed and produced a 12-week experiential event at a Portuguese racing circuit for Volvo Cars to launch the S60 model to its global dealership.

Beginning on 29 June, 5,600 dealers from 36 markets will be invited in tailored groups to a two-day interactive experience themed 'Driving Performance' that will see them get to grips with the Volvo S60.

Line Up has designed the event to reflect the 'dual personality' of the Volvo S60, a car that is said to combine Volvo's reputation for safety with a 'naughty' side for more daring drivers.

This reinforces the model's new ad campaign, which announces that 'the naughty Volvos are here'.

Line Up has devised an engaging programme of events that will showcase the S60's driving capabilities.

Dealers will take part in a series of interactive learning sessions and presentations, competitor car driving comparisons and extensive open road driving sessions.

There will also be opportunities for dealers to share their reactions to the S60 experience via social media.

The night before the driving activities, dealers will be able to enjoy an experiential dinner at a contemporary coastal venue designed by Line Up to have the look and feel of a supper club.

After welcome drinks on the terrace, guests will be treated to a three-course dinner complete with a series of 'naughty' surprises that will be revealed as the evening progresses.

Back to top