Mercedes Benz
The Assignment & Challenge:
AJ Events was hired just over 3 months to fully execute the launch of the Mercedes-Benz of Burlington. We had to create a press-worthy event for the area to remember that would include a Herve Leger fashion show with “the shoes with red soles” and a sports component. In addition, to give back to the community, the request included adding a fundraiser to support the Lahey Hospital & Medical Center. The client also challenged AJ to establish partnering relationships with Burlington’s top businesses and handle permitting for a one time event for a newly constructed building.
Event Execution:
Our team hit the road running with ideas that included partnering with Neiman Marcus to showcase the Herve Leger and Christian Louboutin Show. We created an exclusive event boxed invitation within and wrapped around their luxury coffee brand to Mercedes-Benz’ VIP clientele and another digital version of the invitation to create event buzz. Provide a plan to build a temporary wall appearing as a permanent structure in their drive in area which we transformed to branded dine-around environment featuring the area’s top restaurants. We solicited and secured 3 bucket list items including a magnum Balthazar wine with an exclusive ruby from a local jeweler. Created a socialite and business leader committee to create even more buzz. Handled press, room blocks at Burlington Marriott, executed all facets of permitting (ISD, Health, Fire, Alcohol, Special Affects, Tents, EMS, Stage, Temp Structure, Capacity, Entertainment) with the Town of Burlington. In addition to the extreme logistics we handled content, graphics, PR, complex Valet plan, fashion show production, entertainment, guest list management, fundraising, luxury gifting for all cars, and event decor.
The Results:
Received countless press in every major magazine, daily newspapers, and every TV news outlet night of
Generated Significant Media Impressions Online with Instagram, Facebook and Twitter
SOLD OUT crowd with guests dancing an hour past event end time
RAISED approximately $150k+ night of during the live auction from 3 items in a standing only environment
The event is still talked about to this day
Photos by: Elevin Studios
