Toyota World Convention

Every four years, 800 Toyota Distributors from around the world gather at Toyota World Convention (TWC) to learn and experience the Toyota brand and products. This year, the event was held November 14 in Las Vegas, Nevada, making it the first time in the U.S. As a long-standing partner of Toyota’s, GPJ was selected to develop and produce their Product Experience program as an integral part of TWC.
 

The comprehensive Product Experience program included six different ride and drives, entertainment activities, and food and beverage hospitality across three different hubs, all located at the Las Vegas Motor Speedway. Considering the audience size, executive level of attendees, off-site location, multiple key messages and the limited four-hour timeline, GPJ carefully orchestrated the Product Experience program from arrival to departure, ensuring a smooth, efficient and rewarding event. GPJ understands the importance of theatrics in keeping crowds energized and felt it was important to set the pace right from the beginning. Attendees arrived via Toyota buses at the Motor Speedway, where they were dropped off at the Grand Stands and entertained by Scion Drifters and NASCAR cars racing on the tracks below . To kick the event off with heightened excitement, the Opening Ceremony began with a dramatic reveal that Mr. Toyoda was the driver in the winning car.

Having experience in executing extravagant events, GPJ has worked diligently to establish appropriate flow plans and signage to ensure attendees received the most out of the program and enjoyed their experience. After the opening ceremonies, attendees were shuttled to one of multiple hubs where they could explore various product and messaging zones — West Hub: NASCAR, Personal Mobility , Environment and Hybrid Challenge, and East Hub: North American, Safety , Waku-doki (brand) and Scion. Test tracks were built for attendees to drive Toyota and Lexus products, and attendees could have fun racing radio controlled Tundras or participate in a fuel efficiency challenge. To provide premium hospitality during the event, the zones were centralized by the third hub, Neon Garage, where attendees could rejuvenate with an All American BBQ and beverages under a shaded area.


While the majority of event attendees participated in the main program, GPJ always takes careful consideration for other audiences and their needs, especially when it’s a global event. For the Product Experience program, GPJ incorporated a prayer room and spouse lounge, and VIP attendees had the opportunity to participate in an exclusive track drive with Mr. Toyota.

The closing ceremony was held in the central Neon Garage, after which attendees were driven back to their hotels on the Toyota buses, where GPJ and Toyota celebrated a successful event.