In 2017, Launch and longtime client Park Place Dealerships collaborated on the first-ever Luxury & Supercar Showcase—the region’s only all-luxury dealership car show and lifestyle event. So in 2019, the third year of this now-annual tradition, the time was right for a campaign that pushed the limits.
We worked with acclaimed illustrator Stephen Selzler to create a distinctive look. This energetic and modern style was the perfect reflection of the sleek, sophisticated cars on display and the high-end vibe of the event. We brought it all to life across a wide range of materials—everything from print ads, billboards and digital executions to the official event poster and program.
But not only did this year’s 2019 Luxury & Supercar Showcase campaign look fabulous, it also drove incredible results. Park Place shattered all attendance records, welcoming over 4,500 guests and completely selling out of VIP passes. They also raised over $140,000 for the event beneficiary, Baylor Scott & White Irving Foundation.
Take a look at how this year’s creative work brought a new level of excitement to Park Place’s iconic car show.
High fives to our team and our clients for creating such great work this year! 🏆
Park Place Dealerships’ New TV Campaign Shows How Seamless Car Buying Can Be
After the success of last year’s “Your Place” campaign spots, Park Place was ready to add more to the story. The original campaign served to highlight how Park Place’s commitment to personalized service, an exceptional dealership experience, and time-saving tech makes it unique. The new campaign needed to communicate this message and highlight some of the exciting innovations that Park Place is debuting this year – namely a car subscription service called Park Place Select, as well as easier online purchasing with Path to Purchase.
Park Place has doubled down on their commitment to convenience this year. The resulting “Seamless Experience” campaign communicates the idea that a Park Place experience can happen at your convenience, whether that means in the showroom or while lounging by the pool, for example.
Park Place Select was designed with customer needs in mind. For one monthly subscription price, clients enjoy the ability to switch up their ride based on their changing lifestyle, all without leaving their home or office – a Park Place concierge will bring the car to you. And for those who prefer to online shop, Path to Purchase is the answer to easier digital retailing. The streamlined car purchasing system allows you to select the make, model, and features you want online, as well as determine your financing and trade-in value so that your dealership visit is quick and easy.
“We really wanted to show how Park Place caters to their clients, making their services accessible for the ultimate convenience,” adds Richard Wezensky, Associate Creative Director.
The first :30 execution, “What If,” shows how car shopping can be just as effortless as digital interactions by way of a swipeable, shoppable universe. The spot begins with a man swiping through car options in his driveway until he lands on his perfect vehicle, illustrating the simplicity of the Park Place Select service. Then it cuts to a woman using the Path to Purchase shopping process on her tablet at home to review car options before “magically” proceeding to the showroom where a sales associate hands her the car keys.
Director Ben Hoffman and the editorial team at Charlie Uniform Tango (CUT) were invaluable when it came to capturing the seamless essence of the new campaign.
“The CUT team really allowed us to collaborate closely to get the best result,” says Alex Slotkin. “The suggestions Ben and his team made and the on-set discussions we had helped us better communicate the effortless nature of the Park Place experience across the campaign.”
The first spot debuted during the Scandal series finale. The rest of the campaign will air during other primetime television shows, including This is Us and the Grey’s Anatomy finale, as well as during high-profile sports programming on spot and cable TV and online.
To view some of our favorite ads in the campaign, visit our YouTube channel.
Supercars for Super Clients: Creating a Car Show
If you’re a passionate car enthusiast, the chance to see some of the world’s most exclusive luxury vehicles is somewhat of a spiritual experience. For our long-time client Park Place Dealerships, working with brands like Rolls-Royce, McLaren, and Bugatti is a daily reality. Because these vehicles are in separate dealership locations across the metroplex, we had an idea – what if we brought these amazing cars together for one larger-than-life event as only Park Place can throw? The concept of the Luxury & Supercar Showcase was born.
We worked closely with Park Place’s internal marketing team, as well as their PR partner, Aardvark Communications, to take the initial idea of the Luxury & Supercar Showcase and turn it into a truly spectacular event. Dallas fashion, cuisine, and supercars were introduced into the mix, showcasing the best of DFW and building additional brand awareness for Park Place. Among the work completed to launch the show were a logo and branding, print ads, billboards, radio spots, digital banners, social media posts, emails, and a Pandora Genome Station. The digital efforts generated over 3 million impressions during the short promotional period. To view creative samples, including a video teaser trailer, visit our “Work” page.
Guests arrived at the Four Seasons Resort and Club Dallas at Las Colinas under a cloudless blue sky to view legendary luxury car models from around the world. They were the first to glimpse the new 2018 Rolls-Royce Phantom, get up close and personal with a $3 million Bugatti Chiron, and inspect the new Bentley Bentayga SUV. And for classic car fanatics, there was also plenty to admire – a juried Collector’s Showcase competition included a 1965 Shelby 427 Cobra (formerly owned by Carroll Shelby himself), a ’61 Rolls-Royce Silver Cloud, and a ’72 Fiat Dino Spider, to name a few. Delicious eats, live music, and stunning fashions from Northpark Center were on hand to complete the spectacle.
The results of the event itself surpassed all expectations – $30,000 was donated to the Momentous Institute, which serves more than 6,000 children and their families each year in order to rebuild their social and emotional health. The event was sold out with 2,750 attendees, cementing Park Place as the go-to dealer for luxury autos.
Texas Rangers Triple Play Posters
Every year, the Texas Rangers and Park Place Dealerships host the Triple Play Game Show Spectacular, a themed charity dinner featuring a star lineup from the Rangers’ roster. For this year’s “vintage circus” theme, Launch created a series of posters that cast the spotlight on these larger-than-life baseball players. The look and tone were heavily inspired by circus posters from the late 19th and early 20th centuries. And the designs proved a big hit, helping to bring a record number of attendees to the event, with signed posters raising extra charitable funds at the evening’s silent auction.
One of the most gratifying parts of the project was when the Rangers requested another printed round of posters because the players wanted their own copies. It’s neat to think that these superstar athletes are going to have our artwork hanging in their homes! Art Director Carolyn Sexton had the opportunity to meet Derek Holland at this year’s event and he was extremely complimentary of the posters.
“I could barely manage to mutter out a ‘thank you’ and was too star-struck to even get a picture with him,” says Carolyn. “You live and learn. Next time, Derek.”
Carolyn Sexton, Art Director/Designer/LettererAlex Slotkin, Associate Creative Director/WriterLauren Coleman, Digital RetoucherDavid Wilgus, Creative DirectorRebecca Lauten, Senior Account ExecutiveTexas Rangers/Park Place Dealerships, Client