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Mice Asia Net : July 2009
case study NAME: AUDI Q5 Launch, Kuala Lumpur, 2009 VENUE: Putrajaya Marriott Hotel TYPE: Car launch CLIENT: AUDI, Germany NO. OF ORGANISING TEAM: 25 persons PAX: 60 persons BUDGET: There were plenty of challenges when the Putrajaya Marriott Hotel assisted in the launch of the AUDI Q5. But the hotel and staff came to the party, literally, with some great innovations and exceptional ingenuity that ensured the success of the event. CHALLENGES: • Unpredictable last-minute changes in terms of banquet setup and guests’ arrival from the organiser. • Converting the basement car park into a mechanic’s workshop. • To move five cars into the hotel’s new garden ballroom (there’s no specific entrance for drive-in – renovation had to be carried out to have this materialized) • Language barrier with the engineers from AUDI (mostly German speaking) • High security and safety requirement in housing 19 cars directly brought in from Germany. OVERCOMING CHALLENGES: • Worked with parent company IOI Group in laying out possibility of converting a project renovation site to a gravel track for the test drive. • Tearing down a prominent blocking wall to facilitate the bringing in of five cars into the garden ballroom. • The hotel handled the logistics and security issues of having in total 19 cars directly brought in from Germany together with their equipment in a 40 foot container, spare tyres, etc, and car maintenance after off-road driving. • An Audi secretariat office was set up over the three weeks duration to deal with the entire event’s coordination. SPECIAL TOUCHES: • Helped the guest to source an alternative gravel track for their test drive • Worked out different menus for three meals for a two-week duration. CLIENT’S COMMENT: The event was a complete success as all challenges were resolved to the organiser’s satisfaction. “I’m back in the office and want to say thank you again. It was really a very good time and I enjoyed the nice and friendly team in Marriott Putrajaya. Thanks again…” -Mr Martin P. Dillge, Global Training of AUDI AG Ingolstadt I audi Q5 launch The Putrajaya Marriott Hotel resembled an upmarket car showroom for the launch of the new AUDI Q5. miceAsia.net 45 N J U Y L D Y T 2 S 0 0 9 – M I C E A S A . N E T C A S E U O . 1 - 7 5 8 4 9 6 3