Greece, the birthplace of the Games, was chosen to host the worldwide presentation and launching of BMW’s new series 3 models. The event took place on the “Athens Riviera” (Astir Palace Vouliagmeni) and was targeted exclusively for the sales network of the company.
Some 4,000 dealers from all over the world arrived to witness and drive the new series 3 model.
After the launch more than 100 guests remained at the Astir Palace complex, the chosen hospitality hotel, in order to follow a prearranged test drive program of the new BMW.
The Nafsika Hotel, one of the three on the site, had been transformed into a modern exhibition center, to meet the requirements of the launching and dealers can take part in seminars in the recently renovated meeting rooms of the hotel.
This event could be the starting point for Greece’s entrance into the automobile product launch market, which has great potential, especially during the winter period.
The Athens Riviera is a new, very up-market destination and is expected to attract many more international events of this kind.