Project Description

For the third year, Genesis participated in Monterey Classic Car Week with support from Centigrade’s experiential and media relations teams. Centigrade counseled the brand on both elements of their strategy – brand building and media relations.

Genesis invited 10 journalists from three continents to join the ultimate weekend for auto and luxury aficionados. Guests represented the US’s Gear Patrol, Univision, Kelley Blue Book, Motor Trend; Germany’s Bunte, Bartschi and Springer publishing as well as Australi’s Drive. In addition to hosting private parties for media and VIPs, Genesis used the Monterey setting to show off the Essentia Concept and further build the brand.

Project Details

Client:

For the third year, Genesis participated in Monterey Classic Car Week with support from Centigrade’s experiential and media relations teams. Centigrade counseled the brand on both elements of their strategy – brand building and media relations.

Genesis invited 10 journalists from three continents to join the ultimate weekend for auto and luxury aficionados. Guests represented the US’s Gear Patrol, Univision, Kelley Blue Book, Motor Trend; Germany’s Bunte, Bartschi and Springer publishing as well as Australi’s Drive. In addition to hosting private parties for media and VIPs, Genesis used the Monterey setting to show off the Essentia Concept and further build the brand.

Project Details

Client:

Genesis at Pebble Beach

Activations included partnership management with organizations including McCalls Motorworks Revival, The Quail Motorsports Gathering and The Concours d’Elegance at Pebble Beach. Media were able to test drive the all-new 2018 Genesis G70 luxury sport sedan as well as participate in a design symposium with the brand’s chief designer, Luc Donckerwolke and his team. The Centigrade team managed all elements of guest management including hotels, transfer coordination, private dinners and logistics.