Experiential Marketing Strategy

Each year, Automobili Lamborghini looks to Iris Atlanta to custom create, plan and produce their most anticipated flagship loyalty event, Lamborghini Giro - an event which typically sells out in 24 hours.

20 of Lamborghini’s most loyal and enthusiast guests are exclusively invited to traverse the most breathtaking highways of North America for a luxury drive of a lifetime across a five-day, four-night multi-city trip.

While maintaining Lamborghini’s premium brand standard, we refresh the identity of the Giro event each year, dependent on location. This year's lucky guests travelled from Colorado Springs, CO to Taos, NM, concluding at the Four Seasons in Santa Fe, NM. The event took on an “American West” thematic acting as the red thread throughout all event elements.

Brand Advertising Strategy

Iris Atlanta developed the premier drive program, fueled by luxury accommodations, one-of-a-kind dining experiences, bucket list experiences each day and customized surprise and delight gifting throughout.

This event truly highlights not only the impressive cars, but the Lamborghini Lifestyle.

Through stand-alone creative pieces, production of a custom mobile application, and premium hospitality onsite, Iris continues to curate luxury experiences, uphold brand standard and above all, produce results for the client.