BMW Gran Tourer
Photo credits: BMW

On behalf of BMW, the agency designed and implemented in Zadar, Croatia, the launch of the new BMW 2er Gran Tourer, the first vehicle in the premium compact class with up to seven seats.

BMW Gran Tourer

For the launch of the new BMW 2er Gran Tourer, Hagen Invent designed a surprising concept that fulfilled all the requirements of a successful media launch event, but in a brave new way. At the core of the concept of the two-week event, the decentralized production of the vehicle and significant product features, blended in with the historic old town of Zadar.


Instead of a traditional press conference experience, the 460 international press representatives were divided into six groups andtested live the vehicle’s highlights during a guided tour around the city. Another highlight was the press dinner: a temporary floating construction was erected, which was an impressive view over the harbor and the Old Town of Zadar.

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A long-time meetings industry addict, Gorazd is the Founder and owner of marketing and event agency Toleranca Marketing. He has many years of experience in planning, preparing and carrying out large international meetings and exhibitions. As the founder of the "Power to the Meetings" methodology, he still firmly believes in the power of live events and human to human communication. He is also the author of numerous articles and editor-in-chief of the meetings industry magazine Kongres Magazine.