With dramatic improvements to the 2014 Q50 sedan, and some marketplace confusion to overcome, Infiniti had to find a way to capture the attention of the press and to educate them about the vehicle’s new technology performance features.
No ordinary press experience would sway the industry’s toughest critics, which is why we took it to the track. Along the roads of the Nashville Superspeedway, we collaborated with MatchAction to create a custom designed course, showcasing the car’s exclusive design, including slalom-handling and vibration-harshness that emphasized the exceptional steering, stability, comfort, and safety of the Q50. And for those that needed a final push, Infiniti F1 driver Sebastian Vettel took journalists on a hot lap to prove how exceptional the Q50 truly is.
Deep dive sessions that followed took place in a garage space that had been transformed into a high-end multi-functional lounge. Journalists had ample opportunities to have one-on-one time with Infiniti engineers and subject matter experts to explore technological features and benefits, as well as unprecedented access to Infiniti executives Johan de Nysschen and Michael Bartsch. The experience was capped off with a stay at the luxurious Omni Nashville Hotel, with amenities including a trackside luxury lounge, Vosges chocolates and fine dining highlighting the Infiniti brand experience.
One-month following the Q50 re-launch, over 25 online and broadcast stories reached 17 million potential customers, proving that the journalists had definitely experienced something to ‘write home about.’