%202.webp)
The Michelin Passion Experience (MPE) has long been the biggest and most anticipated driving event in the E2A region. With more than ten years of the same headline experience, however, its charm had started to fade — most dealers in each country had attended MPE more than once, and as countries sent fewer dealers, the cost per head was rising.
In 2024, the MPE program needed to be redesigned. “Passion” remained the key theme, with the same promise — “Money cannot buy experience, and only Michelin can provide.”
Phoenix delivered a luxury brand journey across Monaco and France with two guest groups (20 dealers in total), curating a standout experience:
After the delivery of MPE24, Phoenix won the MSA tender against 10 other Australian agencies — to deliver Michelin's APAC event programs for the next three years.
from the customer survey
managed end-to-end for two dealer waves
against 10 other Australian agencies
.jpg)
