Event: MG S6 EV Launch & Sales Training Event
Delegates: 70 new delegates per day over 4 days
Venue: UTAC, Millbrook Proving Ground
Event duration: 4 days
Overview: Working alongside the OP Agency we were tasked to deliver an immersive four-day launch and training event for the new MG S6 EV vehicle. The event brought together MG’s sales teams from across the UK to experience, learn about, and engage with the brand’s latest electric vehicle in a dynamic, purpose-built environment.
The main objective was to provide sales staff with hands-on product training and to inspire confidence in communicating MG’s move towards electric innovation.
Planning for this event began two months prior to the event, allowing time to design and execute a concept that reflected MG’s brand identity and the EV theme. Setup took place on Sunday 23rd November, with our team transforming the venue into an enticing experience known as “EV Avenue”.
This unique environment replicated a city street scene, complete with creative lighting design to evoke the feel of an electric-powered avenue.
To achieve this, we used a range of cable-free LED lighting fixtures to create atmospheric street lighting throughout the space, this also ensured safety and flexibility in areas with public footfall. Additional AV support included a full LED lighting setup, audio systems for training presentations, and technical support for product demonstrations. A dedicated Mercian Events Project Manager was on site, assisted by 2 technicians to manage the setup, delivery, and de-rig, ensuring smooth operation across all four days of training.
The four-day event ran smoothly, providing an engaging mix of interactive training sessions, vehicle demonstrations, and brand storytelling moments.
The MG S6 EV launch successfully combined hands-on sales training with an exciting brand experience, giving delegates a memorable introduction to MG’s newest electric vehicle. The creative “EV Avenue” concept, supported by professional AV design and onsite technical crew, delivered a polished and engaging learning environment. The use of cable free LED lighting, flexible installation, and discreet filming ensured a safe, high-quality, and visually striking event that aligned perfectly with MG’s forward-thinking electric vision.
• Four-day national sales training and vehicle launch event
• Collaboration with Osborne Purdie
• “EV Avenue” concept – immersive street-style design theme
•Cable-free LED lighting throughout the venue
•Safe, modern, and visually engaging layout for public interaction
•Hands-on product training for MG’s new S6 EV
• Delivered a memorable and brand-aligned experience
For further information on the event contact:
Mercian Events – Ben McCaffery Director of Events – Tel 01905 726665