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March 16, 2009
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Board game is theme for Japanese car launch




Although few would consider driving a car as a trivial pursuit, but this was the theme chosen for the UK press launch of Hyundai Cars new i20 model.

However, far from tagging motoring a trivial pastime, Hyundai was tapping into the intelligence built into its new i20 – which, of course, is what you need if you’re to triumph in the popular board game.

To deliver the message to the press, Hyundai transformed the panelled dining room of 16th century country house Madingley Hall into a giant game of Trivial Pursuit. Madingley Hall is part of the Conference Cambridge portfolio of prestigious venues.

“Madingley Hall was selected by Hyundai as an ‘intelligent location’ at which to launch an intelligent car,” commented UK PR manager for Hyundai Tom Barnard.

The launch attracted members of the UK motoring press, many of whom took advantage of venue’s 61 ensuite bedrooms, staying there for the duration of the four-day event.


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