Meetings, events and communications specialist Grass Roots has delivered the first major product launch for Caterpillar Europe for more than five years.

'Ignite the Passion' ran over nine months in 2011 and consisted of eight separate events. Accommodating a range of different audiences, from training personnel, customers and VIPs, the event introduced new products to European dealers and trained dealer product specialists on features, benefits and selling strategies.

A total of 1,200 visitors attended the events, held at the 44-acre Caterpillar Malaga Demonstration and Learning Centre, in Spain.

Highlights included a red carpet arrival and personal greeting from key Caterpillar personnel in CAT branded surroundings. Delegates also enjoyed a four-course dinner in a multi-purpose exhibition hall while enjoying the 'Ignite the Passion' concept through video, imagery, music and motivational presentations. The evening climaxed with a 'curtain-drop reveal' of the new machines to a dramatic sound, smoke and light show.

The event also incorporated a demonstration by six new CAT machines. A three-to-four day classroom and practical, in-the-iron training programme followed the launch, allowing the audience the opportunity to become fully engaged with the new products. The training was provided by Caterpillar Product Specialists.

Charles Moyle, Managing Director for the Event Production division of Grass Roots, said: "Having previously worked with other parts of the Caterpillar Group, we are delighted to have been contracted to provide the creative and technical solution for this product launch. Feedback from the event has been very positive and its success is a testament to the hard work, creativity and professionalism of the Grass Roots team."

Randall Crow from Caterpillar's product marketing – excavation Europe, says: "The Grass Roots team have been an integral part of helping Caterpillar provide a world-class launch of our new products. I found the team professional and accommodating.

"We have received very favourable comments from CAT dealers on how we've launched products and the 'passion' that was created among the participating groups. Caterpillar looks forward to furthering the relationship with Grass Roots as we move forward with subsequent activities."