“Duster family” – an event orchestrated by Graffiti PR for Dacia Duster’s launch

Dacia launched, mid-October, a new Dacia Duster, an SUV that aims to consolidate the presence of Romania auto builder on the European market. An offspring of the model launched in 2010, the new Duster ends the program of complete renewal of Dacia cars range, that started in March 2012 with Lodgy and continued with the launches for models like Dokker, Dokker Van, Logan, Sandero, Sandero Stepway and Logan MCV.

Dacia became, this way, the youngest European auto family, a performance dramatized within the launch event for new Duster.  Dacia owners and fans from all over Europe gathered to welcome in the family the new member, Dacia Duster.

 

The concept of the event was based on the remarkable performances of Dacia range. We are talking here about a bigger and more diverse family that we could have imagined, one that includes millions of people that chose Dacia and that are, now, an European community. We wished for the family members to be the ones to welcome the new Duster in order to highlight the profoundness and complexity of this group. The scenic solution, a system of mirrors used for the first time for a launch event in Romania, allowed us to bring in front of the public members from all Europe’s corners, from small businessmen from Berlin to actors from Rome, Duster owners from Romania and France or celebrities like Horia Brenciu or Monica Davidescu, that followed with admiration Duster’s evolution

Mircea Tomescu,

Managing Director Graffiti PR

Launched in a first version in 2010, Duster is one of the most successful Dacia models, with over 450,000 cars sold at international level

The creative idea proposed by Graffiti PR team for the launch of the new Duster convinced us from the very start. The mirrors game, with its multitude of facets, reflected the new image of Dacia’s brand, a dynamic rand, in full offensive on international markets, an admired and loved brand by more and more clients

Silviu Sepciu,

Chief Communication Department Dacia

The launch event for the new Duster was developed and implemented by an agency-client team including Silviu Sepciu (Chief Communication Department Dacia), Silvana Zeana (Communication Responsible Dacia), Mircea Tomescu (Managing Director Graffiti PR), Bogdan Tomoiaga (Senior PR Consultant, Graffiti PR) and Sergiu Petre (PR Specialist, Graffiti PR).