The primary objective was to curate an extraordinary test drive journey from Brisbane to Sirromet Winery — going beyond the drive to create a captivating showcase of local culinary, entertainment and theming that truly reflected the vehicle's adventurous persona.

Additionally, collaborate with Driving Solutions to meticulously plan the technical components of the drive: ensuring adequate parking space at each hotel (20 private spaces), washing facilities, and efficient management of car storage and logistics upon arrival.

In four consecutive days, the team successfully managed to create a brand experience that left media journalists wanting more of the Ranger Raptor. Our Phoenix team delivered a turnkey solution for Ford with every aspect thought of meticulously — from organising flights and private chauffeurs through to arranging luxury glamping accommodation at Sirromet Winery (a first of its kind!).

The experience included indulgent moments of luxury dinners, mulled wine by the fire each night, and curated picnics at each pit stop during the drive experience. The journey was thoughtfully designed to showcase the car amidst the stunning local hinterlands and scenic drive, while seamlessly incorporating branding and messaging throughout the entire experience.

For the international market, we ensured a seamless local experience from arrival — warmly welcoming guests with branded Ford t-shirts and hats. The journey continued with an immersive exploration of Brisbane city, meticulously arranging restaurant bookings, private buses for pick-up, and local tours that offered a unique local experience and enhanced the overall media launch drive.

This was the beginning of an incredible media campaign which then led to record sales, with the Ranger Raptor selling out in 2023 and 4,000 orders and counting.