Hosting a 15 day event where the venue is a highway and the number of attendees is unknown is no easy feat. MINI USA turned a cross-country road trip into the ultimate marketing strategy.
With just a few weeks before the kickoff of her company's biggest customer event ever, Trudy Hardy was experiencing the usual nerves and apprehension that come with planning an important, customer-facing program. Was the venue secured? Was the entertainment confirmed? Was the agenda finalized? Oh, and one other minor detail … would anyone actually show up? Just six months earlier, Hardy and her team at MINI USA had set out to plan the nation's first cross-country drive for MINI owners, a ...
Register for Complete Access (Valid Email Required)
By registering on MeetingsNet now, you'll not only gain access to Mini Miles, you'll get exclusive access to a large archive of premium content.