The bus builder and personally invited guests attended the glittering show at Gare Maritime in Brussels. The perfect way to wrap up an event campaign that impressed across the board. Most new models of buses and coaches are presented for the first time at a trade fair. But to drive an even better response to the international product launch, our full-service event agency Eventique persuaded the bus builder from Koningshooikt to go that extra mile for its next launch — the T series — by hosting an event in the heart of Europe that would get the whole bus world chattering.
In the runup to the launch event we revved up the expectation levels over several months in advance with a steady stream of teasers on social media. We created a buzz on Twitter, Instagram, Facebook and LinkedIn among potential customers by revealing different details of the new coaches every week. A short video on the design, photos of the interior, info about the innovative LED lamps Along with our video and content team we ensured that everyone was dying to know more and sign up for the T series sneak preview by the time the invitation was delivered.
Good to know: the pre-event campaign on its own gave the advance sale a big boost. About the invitation… It was printed in stylish black with golden accents. Generosity is its own reward. We also set up an online registration platform to ensure the process went smoothly.
The invitees used the platform to book their hotel and transfers to and from the event location in Brussels. Our event team selected a suitable venue for the show itself. Before the latest Van Hool designs were unveiled, the guests were treated to a perfectly orchestrated dinner show.
Hanne Decoutere took on the show compering duties. And the moment of truth. As the beats pulsated and the fireworks crackled the coaches rode in escorted by a dazzle of dancers. A world first. The audience were suitably impressed, raising their smartphone lens to capture the moment. After parading the length of the catwalk the coaches parked up to give everyone an opportunity to check out the interior.
