Together, To-get-there: an event with a title that reflects its “diverse” nature. 1800 guests, 9 brands and an exciting announcement – all reinforce the idea of a large and united group, aligned with the times.
AWE Events, the events division of Rossoevolution, organised the very first dealer convention for FCA for the EMEA region.
They chose MiCo in Milan to present the nine participant brands – Alfa Romeo, Jeep, Fiat, Lancia, Abarth, Fiat Professional, Ram, Mopar and FCA Bank: a flexible location with large spaces which lends itself to creating the right scenography for presenting new products and an exhibition space for 14 vehicles.
The objective of the event was to present the short to middle term strategies of the group, which reflect the harmony and collective spirit of the group. This was possible thanks to a dramatic stage, 45m long comprised of 3 LED screens and a large tulle centre piece. This latter element had a hydraulic platform that performed the revealing moment of the announcement. Some previews were presented with sketches on screen. The convention required the organisation of 200 people between technicians, stage builders, drivers etc.
The convention concluded with a presentation by Pietro Gorlier, CEO EMEA and MOPAR (Global Head of Parts & Services)
“A challenging event from an organisational persepctive, which has required much co-ordination, precision and fast implementation” said Valentina Misischi, project manager for the convention.
“Yet another large convention organized for FCA: being selected makes us proud and confirms our expertise in highly complex events” commented Daniele Rosso, President of Rossoevolution.
Valentina Misischi: project management
Edoardo Bessi: production direction and stage management
Giorgio Spagna: production
Filippo Marchiorello: creative direction
Giuseppe Frazzetta: art direction and graphic design