DS has become its own brand in the automotive sector with a clear ambition: to be the PSA Group’s high-end label. With 3 initial models and segments, the brand continues to create more vehicles with their own specificities. New icon: the DS3 PERFORMANCE combines all the qualities claimed by DS: avant-garde design, refinement, technology, and great dynamic comfort.
To promote this brand new model, the brand wished to rely on a tour-style event, on track. The overall atmosphere needed to reflect DS’s values and image, namely: daring, commitment, personality, customisation, technology, refinement, and made in France…
First we had to select 5 circuits near DS dealerships and adapted to the abilities of this event’s star vehicle. Then we devised a full programme articulated around themed activities highlighting performance in its broad sense. Whether to do with dynamic driving, using technologies, or even design, the entire event was developed to value performance ‘Made in DS’.
To complete our proposal, we set up and developed, in house, a registration platform for the event. It has enabled us to manage and oversee guests’ bookings and to consolidate the participants’ database which will be used for post-event studies.
The tour began on October 1st 2016 in Pau and ended on November 19th 2016 at the Ferté Gaucher track.