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Crown pulls out the big guns for Citroen conference

Events agency delivers conference for automotive company at ArenaMK

Pictured: The conference featured Oculus Rifts (virtual reality headsets) that gave users the impression they were surfing or underwater diving

A revolving stage, bespoke branded chocolate and a massive 121 square metre screen were some of the tools used when Crown delivered the Citroen National Dealer conference this week.

The events agency created an immersive brand experience for 750 registered attendees, which drew on aspects of the Citroen brand and its new DS fleet.

Crown's marketing spokesperson Cecilia Law said: "The branding offered delegates the opportunity to experience the brands and gain a greater understanding and advocacy with each brand's authentic positioning and core values.

"Printed canvasses and lighting were used to create the environment and to dramatic effect. The Citroen side reflected the fun, colourful nature of their vehicles whilst DS showcased the premium quality and luxury of their cars through its Parisian heritage."

The conference took place at ArenaMK in Milton Keynes, a venue chosen for its central location, accessibility and versatile arena space.

During a networking lunch, attendees were able to inspect some of the new fleet, as well as participate in a number of fun activities like the Citroen foot pool table (a large pool table that used footballs instead of ordinary balls), virtual reality headsets or the FA Cup 'take a selfie' stand.

Crown also organised for a chocolatier to be on site, who gave people bespoke chocolate. Law added: "People would be given chocolate based on their preference of DS characteristics, and what they prefer would affect what flavour chocolate they received and what kind of DS car they'd choose."

Delegates then moved through to the auditorium for a number of energetic presentations, all involving video presentations and choreographed music. Two new model and concept cars were unveiled via a revolving stage, and it was announced that DS would be sponsoring SkyArts channel.

Law added: "Citroen’s internal comms built momentum pre-event and the conference content will be distributed through all internal channels to maximise the exposure of messaging across the entire network."

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