Background
G-2 Communications staff was asked to coordinate the development and implementation of the International Viper GTS Coupe media launch for Chrysler, utilizing venues and themes that would position the vehicle as "a classic grand touring car in the making".

Through discussions and pre-trips, G-2 worked with the client on the concept of using legendary European race tracks and famous race drivers. This way heritage and motorsport links could be established to support the image positioning. The heritage and motorsport theme was consistently applied to all elements of the program, including those that G-2 was responsible for, such as the choice of drive routes, restaurants, support materials and special events.

The Objectives
	Create a program to support the product positioning, with an emphasis on motorsport and heritage.
	Create a program so memorable that it would be a significant help to Chrysler in establishing itself in Europe.
	Implement the program safely, efficiently and cost-effectively.

Program Synopsis
Two waves of media attended, one (US) traveling from Wiesbaden to Paris, the other (European) traveling from Paris back to Wiesbaden. Drive facilities were arranged with authorities at the Nurburgring (Nordschleif or "old" track), Spa-Francorchamps (new and old tracks) and Rheims. Highlight of the program was a parade of 19 Vipers in convoy along the Champs Elysses and Avenue de la Grand Armee in Paris, which created a sensation with the public by literally stopping the traffic in central Paris and so generating a major photo opportunity for the media.

Famous and successful race drivers accompanied the media throughout the program, including Phil Hill, Paul Frere and Brian Redman. As well as giving rides in test cars at the tracks, these drivers gave informal presentations on what it was like when they raced and how the Viper measured up to the great cars of that time.

Results
	The launch was an enormous success with media coverage heavily featuring the key messages and reflecting the intended positioning.
	The launch was highly effective in establishing Chrysler Europe with European media.
	Many photos and videos were published and broadcast using the historical venues as backdrops, further supporting the heritage and motorsport theme.
	The program was accepted by the media and the client as a benchmark program for product positioning and media goodwill. Media still refer to the program as memorable years after it took place.