Luxury Automotive Partnerships
THG has developed more Official Automotive Partnerships with the arts than any other partnership agency. Official Vehicle of LA Phil (BMW), Official Vehicle of San Francisco Symphony (Infiniti), first Official Vehicle of Carnegie Hall (Jaguar), first Official Vehicle Segerstrom Center for the Performing Arts (Mercedes-Benz), first Official Vehicle of the Orange County Museum of Art (BMW), the first and second Official Vehicles of Houston Grand Opera (Lexus, Jaguar), and the Official Vehicle of Hollywood Bowl (Lexus, Jaguar) are all multi-faceted partnerships that support the look, tone, feel and scope of the brand, while driving the retail messaging necessary to support sales.
THG developed the first multi-year global auto partnership of Soho House & Co (BMW) in six countries. Within the entertainment industry, THG developed the first multi-year Official Vehicle partnership of Women In Film (BMW).
THG was retained to consult on a partnership marketing strategy for re-launch of the Jaguar XJ luxury sedan. THG sourced, created and managed the first-time auto display at the President’s Circle Dinner at Carnegie Hall, first-time display in front of the Waldorf-Astoria, a month-long display inside South Coast Plaza, the number one luxury retail center in the US, display at the Los Angeles British Consul General’s residence for a celebrity party and the Four Seasons Hotel in Beverly Hills as part of BritWeek.
Our client’s auto partnerships included state-of-the-art displays, consumer drive programs, co-branded advertising, online promotions and face-to-face lead generation to affluent consumers. From sales promotional programs, valet rewards programs for drivers of the partnering vehicle to driving celebrities and performers at Red Carpet gala events and on-site launches of new models, THG created multi-year partnerships that enhance and expand brand communication and result in trackable auto sales.