Ford Motor Company | 25th Annual MHCC Fiesta Hispana Gala
project name

Ford Motor Company | 25th Annual MHCC Fiesta Hispana Gala

  • Client:


  • Our Role:

    Agency of Record

About the Client:

Headquartered in Auburn Hills, Michigan, Chrysler Group, LLC is one of the Big Three automobile manufacturers and the seventh largest automobile manufacturer in the world, by production. On an annual basis, Chrysler hosts holiday events for each of its employee resource groups (ERGs), including the African American Network (CAAN), Asian Network (CAN), Gay and Lesbian Alliance (GALA), Hispanic Network (CHEN), Native American (NAERG), and Women’s Forum (WF). In 2013, for the first time ever, Chrysler sought external support to help combine the ERG holiday events into one large-scale production. IMG was retained to serve as the event production partner.

Services Provided:
  • Event Production and Curation

Chrysler wanted an upscale event to celebrate its accomplishments for the year, with the aim of promoting corporate diversity through the production of a single holiday event designed for all networks.

Business Challenge:

In recent years, Chrysler noted that the ERG Holiday Event was “too corporate.” Having been held in hotel ballrooms and banquet halls for the past several years, guest count was low and production was at a minimum. This year, Chrysler looked to hire an event team that would overhaul the traditional event and create an experience that would keep guests entertained throughout the evening and raise the bar for forthcoming annual events.

Ignition Execution:

Ignition was responsible for overall event and budget management including venue sourcing, production, audio/visual, food and beverage, entertainment, guest registration, promotional coordinator procurement, event-related collateral development, and on-site logistics. Chrysler was adamant about ensuring that the evening incorporated elements that would appeal to and be unique to each ethnic group represented by its ERGs. Thus, our team worked with vendor partners to craft menus and entertainment that would resonate with each group. Ignition was also responsible for the production and execution of the award ceremony that took place during the event.


On December 6, 2013, approximately 250 Chrysler Executives, ERG members, and employees attended the ERG holiday event at Flat 151 in downtown Detroit. According to the client, as reported during our post-event debrief, the event was hugely successful. More importantly, it came in significantly under budget.