Journey Into Luxury is a concept by Mercedes Benz (JACO) and we wanted KSA to be one of the first countries to host such a prestigious event to achieve that we wanted to create the right environment to showcase our latest and innovative vehicles in one place that celebrates their true essence and beauty. In addition, we wanted something that reflects Saudi's refined and luxurious ambiance with a living story that our VIP guests can live through.

JACO highly invested in creating an unparalleled customer experience that matches the exclusivity of the models displayed, and the dignitary guests invited. The customer’s journey consisted of 4 zones as follows:

1. Heritage Majlis:

Brief on Mercedes Benz history.

2. AMG Performance Corner:

Viewing of the All-new SL 55 accompanied by the display of the classic Pagoda model.

3. Atturaif Historical Tour: a culturally rich tour in a

UNESCO World Heritage Site.

4. Outdoor Amphitheater: An exclusive private viewing of the latest top-end vehicles.

Target Audience is the top VIPs and Influencers in KSA, Our approach was to invite VIPs from our customer's date base, Senior Media, and Influencers

The implementation, preparations, and communication with all involved parties (Government, Regional Office of Mercedes-Benz, and JACO) took 2 months to get approvals and to finalize the concept.

Execution was a big challenge due to the restricted rules of the historic place, and all event setup was done within 1 day of installation.

Over 207 VIP Guests attends the event.