OK, so your new car is one of three identical models, and you are the last one to show yours to the UK media. How do you ensure yours makes the headlines?
Well, in Peugeot’s case, with its 4007 SUV, you make the press launch as memorable as possible. Mitsubishi launched the Outlander in Barcelona; Citroen revealed the C-Crosser near the Pyrenees in the south of France (see blog June 27).
Peugeot took a different approach. It launched the 4007 at Longleat Safari Park. And included an overnight stay in luxury teepees. That’s not an oxymoron, these Nordic wigwams had posh beds used by the Ritz and Claridges with the finest cotton linen.
A couple of lily livered journalists took one look and ran, but they missed out on a wonderful experience, especially as the rain held off for a night under the stars.
The trip around Longleat was also enjoyable, although we were under strict instructions not to enter the monkey park – Peugeot wanted its cars left intact!
So, did it work? Yes – everyone was left with lasting memories of the event and, therefore, the 4007, which is quite an achievement when some car hacks are attending 100+ launches a year. Peugeot will get the coverage it wants.
Read about the Peugeot 4007 in the August 24 issue of AM.
Check my blog again soon for images from Longleat.