Event Audi Q5 launch
Venue Putrajaya Marriott
Group size 60
Date March 31

The brief
Audi wanted to launch its new Q5 model in Asia Pacific at a safe and prestigious location that was well connected to the rest of the region. The event was to include viewings, test drives and a gala dinner.

Challenges
Audi shipped 19 cars from Germany for the event. They needed to be stored at Marriott while Audi’s engineers worked on them in the lead up to the event. In addition to the extensive logistic and security arrangements, a mechanics’ workshop was set up in the hotel’s basement car park.

A new ballroom entrance also had to be constructed for the cars without disturbing other hotel guests.

Execution
An Audi secretariat office was set up within the hotel three weeks prior to the event to handle coordination. Audi dealers and media from across the region were invited to test drive the new model around a specially made gravel track in nearby Sepang, home of Malaysia’s F1 circuit.

A gala dinner was held in the standalone Garden Ballroom. Following this, guests were able to celebrate the launch and examine the cars up close.

Comment
Martin Dillge, global training of Audi AG Ingolstadt, says: “We appreciated Marriott Putrajaya’s friendly team.”