Aston Martin, At Home in Pebble Beach
Instead of competing for space inside Monterey Car Week'sofficial venues, Aston Martin stepped outside them and opened a private housein Pebble Beach, where it set the guest list, the pace and the atmosphere, andgave its most important customers a reason to stay.
The Challenge
Stand out to the world's most valuable car buyers during thebusiest week in the automotive calendar, and turn that attention into orders
The Creative Idea
A private house in Pebble Beach, outside the official CarWeek footprint, where Aston Martin controlled the guest list, the pace and theatmosphere.
The Experience
Valhalla greeted guests on the front patio, with the VantageS at the back. The guest house became a test-drive lounge with two spec suitesnext door. Each partner had its own space, from Elemis treatments upstairs toGlenfiddich tastings by the pool. It ran for four days, with private dinnersand a Saturday party.
Away from the lawns, on Aston Martin's terms.
