Toyota C-HR National Dealer Meeting


In February 2017 Toyota Motor Corporation Australia brought their all-new C-HR to market. To launch the vehicle to the Toyota Franchise Network, George P Johnson were tasked with designing an engaging 2-day program comprising of 6 events for the 550 guests from around Australia.

Toyota required an innovative and exciting event platform, in the shape of a National Dealer Meeting, to launch the all-new C-HR as well as other face-lift and tech change models to their dealer network, staff, executives and VIPs.


GPJ designed, planned, produced and executed an exciting program that touched on the core passions of the dealer network; the excitement of product and driving, delivered in a forum that included live entertainment, spectacular production, content and video as well as an inspiring product showcase and drive program.

At the core of our objectives was to provide a compelling and exciting program, one that inspired the network and created an experience that was engaging and original – that cut through the myriad of standard ‘business events’


GPJ executed an exclusive, engaging and highly effective program; creating a diverse series of events that reflected the many facets of the all-new C-HR.

Beyond the physical experience, the success of the event would ultimately rely on our ability to successfully convey the key product and business messages to the invited audience as part of the plenary session; GPJ brought together a strategic team to identify, articulate and deliver these messages, bringing them to life with innovate content and video production.

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