INFINITI created a variety of programs that allowed guests to immerse themselves in all aspects of the brand, in addition to a year-long print partnership with Heart publications targeting the event’s audience.-- Design and Inspiration: Guests could interact with a digital “Shodo” brush, creating the iconic Japanese gestures that inspire the design of each Infiniti vehicle.-- Performance: Using body movements, guests were able to interact with an immersive display showcasing the vehicles’ performance features; Guests experienced the thrill of driving an INFINITI first-hand with “Rides and Drives” throughout the event; and INFINITI’s performance line was also revealed at this event.-- Luxury and Technology: A multi-media screen revealed key attributes of INFINITI vehicles, illustrating the principle of anticipatory hospitality within each narrative.-- Prestige and Lifestyle: VIP Cocktail Receptions and Food & Wine experiences took brand values beyond the vehicles.

A 36% increase in event attendees allowed INFINITI’s program to be experienced by its largest Concourse D’Elegance audience to date. The increased attendees coincided with an increase in the number of Ride & Drives over the previous year.

There was also a 25% increase in press check-ins at the INFINITI sponsored Media Centre, providing INFINITI with an increased opportunity to create positive PR. The total estimated impressions to date from press coverage are over 53,903,230.

Despite maintaining a steady 28% increase in sales over 2009 (through November), sales for INFINITI jumped 40% and 49% YOY in August and September respectively.