ŠKODA took their marketing strategy to new heights recently, when it flew members of Real Business to Inverness for the launch of the new ŠKODA Superb line, due to go on sale in September. Guests were treated to a luxurious journey to Scotland's west coast on a private jet. Upon arrival in Inverness, a brand new Superb visitors to their top secret destination, simply titled 'Skodaville'.
Designed as a real world neighbourhood, with each home even sporting a mailbox, this Superb area of private land sporting the name 'Skodaville' had been given the ŠKODA makeover, decked with the brand's signage and cars.
Speaking to Real Business about how the concept came about, Skoda's media relations manager Krystyna Kozlowska said the final result wasn't what they had originally set out to do.
“It all fell into place when we came to see the venue. The Superb is the best car we ever made so the brief set was to create the best launch we could do,” she explained.
The name Skodaville was originally joked about, given the initial plan for the team to use the lodges, and from there it stuck. Kozlowska applauded her colleagues on the creative and event planning side of things, admitting it was a collective effort of bouncing ideas around that saw everyone buy into the concept.
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