Alexander Dennis.

Launching a new generation of zero-emission buses.

WMP produced the launch event for Alexander Dennis's next generation battery-electric buses at Farnborough International Exhibition Centre, unveiling the new Enviro100EV and Enviro400EV to customers through a reveal, gala dinner, mini exhibition and breakout spaces.

Sectors

Automotive & Aviation

Expertise

Brand Events

Solutions

Product Launch

Background.

A milestone launch for the world's largest double-deck bus manufacturer.

Alexander Dennis needed a launch worthy of two new buses central to their transition to zero-emission mobility.

Alexander Dennis are the world's largest manufacturer of double-deck and lightweight buses, and are leading the transition to zero-emission mobility. They came to WMP to produce the launch of their next-generation electric buses.

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The Solution.

Two distinct spaces, built around one big reveal.

A calm space to network, before the big reveal.

Using Farnborough International Exhibition Centre, alongside Alexander Dennis's AV supplier, we created two distinctly different spaces for Alexander Dennis to engage with their customers. The first: a light, airy, green space for people to network, break for coffee and explore a full-size classic structure and a 1901 Dennis motorcycle.

Building to a 3, 2, 1 countdown, and the stars of the show.

An immersive tunnel led customers into the main hall for presentations and the grand reveal of the two new buses. A widescreen launch film built excitement, culminating in a 3, 2, 1 countdown before the stars of the show were revealed: the Enviro100EV small bus and Enviro400EV double decker. Post-reveal, customers explored the two buses, as well as three additional partner stands, a 1925 Dennis Dart bus, and a double-decker Enviro500.

A celebratory close, with comedy and dance.

Guests returned in the evening for a celebratory Gala Dinner with entertainment from comedian Russell Kane and a Black Light Dance Show.

"The team at WMP are very professional, but also genuinely great people to work with. Their ability to bring our vision to life for large-scale events or smaller customer engagements and deliver outstanding results without delays makes them a trusted partner."

Alexander Dennis Marketing Director

The impact.

A launch that kicked off deliveries within months.

Following the Farnborough launch, Alexander Dennis began production of customer orders for both the Enviro100EV and Enviro400EV, with first deliveries reaching operators in early 2024, turning a milestone reveal into buses on the road.