Slogan: "THE CITY LOVES: EVEN MORE"

Name of the event: SMART- MEDIA- TEST DRIVE

Company: SMART / DAIMLER CHRYSLER AG.

Event profile:

• Type of event: Market launch of the new model "SMART FORTWO" for the international press
• Location: Madrid
• Number of participants: 700 journalists from the whole world

Objectives that were to achieve:

Internationally promoting the new car in Madrid. Thereby it was played with the term “urban”, with the typical features of a city, like modernity, actuality and cosmopolitism. These features were compared to the new Smart.

Descripción del acto:

Press and TV journalists from various areas (motor sports, fashion, life style...) and various countries, like Spain, Germany, England, Italy, Canada, North Korea, Japan etc. came along every day.

The first contact with the new Smart Fortwo took place at a presentation in the "T4 de Barajas", while the breakfast was eaten in the hall "sala de las personalidades de la Terminal". After the circuit was explained the journalists went out to the parking lot where all the cars were awaiting them to be tested.

The idea of this circuit, which was driven on with the help of a GPS and a road book, was to broaden the horizons of the concept of Smart. The changes of this model invite you to drive out of town to test its capability of resistance on the motor way or the country roads. That’s why the first destination was "el Parador de Chinchón, passing Valdelaguna, where a part of the group was already awaiting them with a Coffee-Smart-Car: a moving Coffee and Snackbar on the luggage rack of a Smart.

During one month Cinchón has exchanged the bull run on his famous place "plaza del pueblo" by the Smarts. He has succeeded in privatising the place to exclusivly park the cars there. At the hotel "el parador de Cinchón" a thematic exhibition was organized in which all changes made in the new car model were presented.

In Madrid they assembled at the hotel where a welcome meeting was organised. Later an exclusive dinner took place in the chapel "Capilla de la Bolsa", during which opinions and experiences were exchanged about the new vehicle.

The next day the new car was tried out in the city of Madrid.

Early in the morning all cars stood prepared at the entrance of the hotel. The journalists had the opportunity to check out the advantages which this model offers with respect to moving through a big town. With these new achievements of the Smart Fortwo "the town will love you, even more".

The museum Reina Sofia was the first stop of the day. The stop was worthwhile because they exclusively had the hall for their disposal where the "Guernica" is situated. Nobody missed this opportunity. "Pabellón del Espejo", was one of the mostly visited places. This is a corner in Madrid which is very popular and where one could hold just to relax or to drink a coffee. Going to the market "de la Paz" they had visited one of the most often visited markets of Madrid and were entertained by some of the best gastronomic facilities of the city.