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?
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.