Volvo Car UK marked the UK unveiling of the brand new XC40 with a simultaneous nationwide launch event last night (Thursday 22nd February) at around 100 retailers across the country, culminating in a prize draw with one winner driving home a Volvo XC40 R-Design.

Another 100 attendees won Harmon Kardon wireless sound sticks, to celebrate the state-of-the-art Harmon Kardon sound systems featured in the Volvo XC40

The event was created and delivered by experience agency TRO.

The event hospitality creative was centered on how simplifying and decluttering life can make people feel more fulfilled – much like Volvo’s products.

The XC40 is Volvo’s first ever premium compact SUV, and was recently named What Car? Car of the Year 2018, just four months after going on sale. It features much of the advanced connectivity, entertainment and safety technology found on Volvo’s larger XC60, S90, V90 and XC90 models.

Amy Lees, Product Marketing Manager at Volvo Car UK, said: “The XC40 represents Volvo’s progressive mindset and Swedish design creativity at its finest. We are incredibly proud of it, and wanted to celebrate the UK launch with our retail network at the very heart of the activity.”

Emma de Pfeiffer-Key, Account Director at TRO, adds: “It’s exciting to be so intrinsic to the UK reveal of such a fantastic product. The compact SUV segment is certainly a significant one, and we look forward to helping Volvo reach a whole new audience with this streamlined activity programme, driving footfall to retailers across the country.”

TRO, which was founded in the UK in 1982 as The Russell Organisation, is a global agency specializing in experiential and live marketing, events and retail. It is now an Omnicom Group company. TRO clients have included Nissan, BMW, Volvo, Lipton, British Airways, North Face and Guinness.

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