Michelin Media Tour of Asian Le Mans in Japan
On August 31st, 2014, the global tire company, Michelin, hosted a groupof 80 Chinese distributor partners and members of the media for a day at Japan’slegendary race circuit, Fuji Speedway. The event took place on the day of theJapan leg of the racing car endurance series, the 2014 Asian Le Mans. Teamsfrom across the world pitched high performance racing cars and world-classdrivers against each other in this contest of skill, stamina and cutting edgeengineering technology.
Michelin’s guests were given the rare privilege of pre-race track access and a “pit walk”of the Oak Team’s pit where team engineers explained various aspects of the carand the race itself, all supported by our tri-lingual (Chinese/Japanese/English)attendants.
In the media lounge, designed and constructed by Empire, we coordinated mediainterviews with the race winning Oak Team, including their star Formula 1driver from China, Ho-Pin TUNG.
By successfully supporting Michelin’s Japanese event for its valued Chinesebusiness and media partners, Empire has once again demonstrated our expertisein cross-border event planning, coordination and hospitality.
Guests received their first taste of technological innovation at registration, where they were welcomed by name on a reactive LED screen installation covering the full width of the entry wall. A large lunch café was created with a décor scheme that incorporated custom-built, ceiling-high steel LED frames draped with foliage to create smaller, intimate restaurant-style spaces that displayed both technology and nature.
A series of breakout sessions presented content targeted to attendees’ varied interests, while imagery displayed throughout the venue showcased real-life applications of how products designed to empower developers help to unleash the power of data and reimagine possibilities that will improve our world.
Every element of Microsoft Connect(); from registration, breakfast and keynote, to lunch and evening cocktails, were custom-designed to communicate exacting brand messaging and to deliver a high-touch guest experience to this important audience. The keynote and breakout sessions were livestreamed through an onsite studio built for this purpose and content was watched online by millions around the world.
Empire is proud to collaborate with Microsoft on this annual, top-tier business communication event.
To view excerpts of Connect(); 2017, please visit https://www.microsoft.com/connectevent
