The new MINI was introduced to 450 international journalists during the media launch in Puerto Rico. A consequent creative approach was realized with highlights throughout all elements the event.
Eight groups of journalists participated at an exceptional MINI driving and experience program, with the highlight being the press conference, staged in the natural surroundings of the venue: the sea. Subsequently, a test drive passing by the hotspots of this marvellous island was organized with an authentic lunch at the Caribbean Sea.
The event resulted in particular detailed and enthusiastic media coverage of the car. De Vries + Partners GmbH showed responsible for all elements of the event, from creation to realization, from logistics to car detailing and much more.