General Motors launched the all new Opel Zafira MPV to almost 7,000 dealers and partners. Copenhagen was chosen because the characteristics of the Danish capital perfectly complemented those of the car – chic, spacious, dynamic, functional and wrapped up in an enviable life style.

Guests were flown in from across Europe and logistics were impressive. In cooperation with Maritz Travel (Germany) and PCI Fitch (UK), local events organisation company First United organised 70,000 meals, 15,000 overnight stays and had hundreds of people working in 11 locations for three weeks. Says Sales Manager Flemming Madsen: “Each day one group of 400 arrived and another departed, so we were constantly working with every element of the three-day programme. Everything ran smoothly – there is no doubt Copenhagen is geared to handle events of this size.”

Time was a crucial factor and customs authorities made flexible arrangements so that delegates could get through the airport in 15 minutes. Luggage was delivered to their rooms 90 minutes later. The programme opened with an ice show depicting Hans-Christian Andersen’s fairy tales, each relating to the strength of the car, from flexibility to safety. The show was designed especially for Opel and took place in Tappehallen, the disused bottling hall of the Tuborg brewery.

On the second day, delegates attended an AV show on the benefits of the car in Øksnehallen, presented through the eyes of the customer, before test-driving the vehicle in the locations used in the film. That night, the groups returned to Øksnehallen that had been transformed into a celebration of Scandinavian style, with sophisticated entertainment and dinner based on new Nordic cuisine. The final morning involved presentations containing essential business information in preparation for the availability of the new Zafira and renewed Vectra, combined with a touristic canal cruise, finishing with a back stage exhibition and lunch with a view at the city's new harbour front Opera.

Says Jens Hauer, who was responsible for managing and coordinating the event at General Motors Europe: “This was a highly significant launch for Opel. Our dealer and fleet audiences are vital to the vehicle’s success. With this event, we gave them an extensive opportunity to discover and experience the new Zafira, in ways intended to surprise and stimulate. The service First United delivered was exceptional and Copenhagen is ideal for first class events. We were delighted.”