When a Product Launch Turns Into a Three-Day Experience
A product launch doesn't necessarily begin when the product is unveiled.
It can begin at the airport, continue at the hotel, be shared over dinner, and come to life through every interaction the guests experience.
It was with this approach in mind that an exclusive event for Jacob & Co. was conceived in Sicily, bringing together 200 guests for three days in a setting inspired by the iconic atmosphere of the film *The Godfather*.
THE CHALLENGE - Creating Much More Than Just a Launch
The challenge was to design a press trip that would go beyond the traditional framework of a product launch.
For three days, every moment was meant to be part of the same story: travel, accommodations, press conferences, activities, lunches, dinners, and experiences.
So the challenge was twofold: to create an atmosphere compelling enough to leave a lasting impression on the guests while ensuring a perfectly seamless experience.
Because the more natural the experience seems to the guest, the more complex the preparation is behind the scenes.
THE IDEA - Sicily as the Setting for the Story
Rather than using the destination as a mere backdrop, the experience was designed around Sicily and the cinematic world of *The Godfather*.
The region, the locations, and the various stages of the trip all contributed to the storytelling.
The goal: to create true continuity between the brand, the destination, and the experience.
THE EXPERIENCE - Three Days, One Story
The program brought together 200 guests and included transportation, the exclusive use of a Belmond hotel, a press conference, activities, and meals held at various exclusive venues.
Each step had its own purpose.
Some moments were devoted to the product and the brand. Others were devoted to exploration, hospitality, or simply the pleasure of being together.
It is precisely this alternation that allows a multi-day experience to maintain its rhythm.
An event is no longer just a series of activities.
It becomes a journey.
BEHIND THE SCENES - The experience begins long before the guests arrive
A destination event requires particularly precise coordination.
Transportation must be integrated into the program. Travel times must be realistic. The venues must work together seamlessly. The activities must flow smoothly without making guests feel like they’re following a schedule.
And when an event spans several days, every detail matters even more: a piece of information that’s overlooked or a delay can affect everything that follows.
This is where the role of production becomes almost invisible.
The guest should never be aware of the complexity. They should simply enjoy the experience.
THE EPISODE(S) TOUCH
For this type of project, our work isn't just about capturing different moments.
It involves creating consistency among them.
Concept, production, and hospitality must all tell the same story.
Because, at the end of the day, the guests probably won't remember the schedule.
They will remember how they felt during those three days.
Concept · Production · Hospitality
> Are you planning a product launch, a press trip, or an international experience? Let's talk about how your brand could become an experience.
