Brand Launch Roadshow: A National Tour in 8 Stops
WMH Project designed a touring brand launch roadshow across France over 8 key dates, from headquarters to regional offices. The format brought together employees, clients and local press around a newly unified brand, using a modular staging kit deployed identically at every stop.
Why choose a roadshow to launch a new brand?
Launching a unified brand after a merger requires rallying internal and external audiences at the same time. The roadshow format answers this: rather than a single centralized event, the brand travels from region to region. Across 8 dates, the tour reaches 3 stops in the Paris region (up to 850 employees at the main site) and 5 regional stops combining employees, clients, partners and press.
How do you combine employees, clients and press in one day?
In the regions, each date follows a continuous day from 9:30 to 21:30, segmented by audience:
- Morning: employee plenary (30-40 people) with a Q&A session, then a press coffee and local media interviews.
- Midday: client plenary, tour of service spaces, networking lunch.
- Afternoon: vehicle test drives and workshops around mobility innovations (80-100 clients and partners).
- Evening: a convivial moment for teams, closed by a word from leadership.
In the Paris region, employees gather in an afterwork format (6-9 pm) and clients in lunch sessions across 5 days.
How do you keep the budget under control across 8 sites?
The guiding choice is to optimize existing assets. Already operational host sites serve as natural settings, avoiding venue costs. Leadership hits the road itself, reinforcing proximity without multiplying external speakers. The market's most attractive vehicles become draws without added production cost. The result: a consistent experience across all 8 stops within a controlled forecast budget.
What is a modular, reusable roadshow kit?
The operational core is a light kit that can be replicated identically: signage and point-of-sale materials in the event's colors, a modular event structure (200 sqm, roughly 20 × 10 m) organized into welcome, plenary and catering zones, and service corners tailored to each audience. The kit assembles easily and reconfigures around the day's highlights, ensuring brand consistency and simple deployment from one city to the next.
What results can you expect from a launch tour?
Three objectives shape the format: buy-in (uniting people around a shared vision and values), proximity (leadership coming to the field) and business (demonstrating leadership and highlighting the positive effects of the merger). The tour turns a period of change into positive momentum, region by region.
Designed and delivered by WMH Project — We Make It Happen.
FAQ
How long does a launch tour of this kind last?
The setup runs over about two months, with 8 key dates split between headquarters, several regional sites and different audiences (employees, clients, press).
Which audiences can a launch tour bring together?
On a single regional day, the format gathers internal employees, sales directors and account managers, local clients, partners and regional press, each with dedicated time.
How do you ensure brand consistency across multiple cities?
Through a modular roadshow kit replicated identically: signage, event structure and service corners are deployed the same way at every stop.