Parafina Comunicacion organizes new SEAT Leon convention

The convention for presenting the new SEAT Leon before the brand’s showroom network managers and owners was held in the city of Bilbao from 26-27 November.

The objective of Parafina Comunicacion, the agency commissioned to organize the event, was to present the new SEAT Leon before the brand’s showroom network managers and owners, and to prepare the convention’s business and spouse programmes.

Parafina handled the full coordination of the event, submitting a turnkey proposal. As to the social programme, this included a large number of options so as to allow guests to design their own itineraries.


  • Creating the convention’s claim and designing all the graphic elements.
  • Developing a comprehensive social programme so as to allow guests to familiarize themselves with the city and its cuisine.
  • Designing and developing an event app, including a social network selfie context.
  • Customizing all the venues.
  • Convening and attending to guests, followed by a post-event assessment.
  • Engaging all the necessary venues and services (personnel, shuttle service, parking, accommodation, catering, permits, etc.).

The guests enjoyed two days in Bilbao during which they had the opportunity to do the following:

  • To hold a meeting at the Bilbao Exhibition Centre (BEC), while their spouses visited the suspension bridge of Vizcaya, a UNESCO Heritage Site.
  • To dine at Azurmendi, where they were treated to a showcooking session supervised by Eneko Atxa, whose restaurant has three Michelin stars.
  • To visit the Guggenheim Museum, ride on the Artxanda cable car, tour the estuary of Bilbao on a boat exclusively chartered for the occasion, and use the city’s trams free of charge whenever they wanted.
  • To enjoy a vertical log-cutting exhibition in the streets of Bilbao.
  • To savour the city’s cuisine and visit its best "pintxo" bars.
  • To participate in a "txacolí" tasting session, one of the region’s star products.
  • To participate in a question and answer game about the brand.

In short, an unforgettable convention, replete with experiences.

The new SEAT Leon