Called MPH03, it is hoped the event will fill a void in the motoring calendar caused by the cancellation of this year’s London Motor Show.
The agency won the account, which has a consumer PR focus, following a three-way pitch.
MPH03, to be staged at Earls Court from 11 to 14 December, is to have a theatrical emphasis with an anticipated audience of 3,000, said Mason Williams MD Rita Rowe, who heads the account.
She added: ‘MPH03 will be a little bit motor show, a bit of the Royal Tournament, coupled with a production of Carmen. That gives an idea of how theatrical the production will be.’
The BBC’s Top Gear team is to be involved in writing the central arena show, which will be hosted by the show’s presenter, Jeremy Clarkson.
Brand Events marketing manager Bridget Raithatha said: ‘The show will be concentrating on creativity and stunts.’
So far, TVR is the first car manufacturer to plan a major announcement at MPH03.
Rowe said the PR team is working with TVR on publicity and theatrical stunts for the show. Five staff are currently working on the account but, according to Rowe, this will increase significantly closer to the start of the show, which will have an onsite press office staffed by Mason Williams.
The London Motor Show, planned for June, was cancelled by organisers Clarion following a 12-month consultation process with the British motor industry, which failed to find adequate industry support for the event.