Alfa Romeo

Portsea Polo 2017

The Challenge
After five years as the Jeep Portsea Polo, Fiat Chrysler Automobiles changed the naming rights to Italian stablemate Alfa Romeo. The first outing for the new Alfa Romeo Giulia, the event needed to send the luxury car market a signal that Alfa Romeo was back!

Our Approach
A completely new approach, maximising every facet of the guest experience from invitation, to styling, layout, and functional amenity. The differing environments encouraged guest movement, providing attendees with a variety of Italian-esque experiences – cafe, lounge, event-side cabanas, all combining to give this space a Milanese ‘vibe’.

The Results
The event exceeded all expectations, while the transition to a new sponsor was seamless and universally accepted. As a direct result of the event, the new Giulia now has dozens of confirmed requests for test drives and broke all previous PR records.