A 10 day multi-wave press launch. 50 national media journalists’
Ford's highly anticipated Next-Gen Ranger Raptor & Ford Everest were set to make their first appearance in the Australian market. The highly versatile family adventure SUV, the Next-Gen Everest, embodied rugged durability, serene comfort, and unwavering capability. The launch event aimed to captivate both local and international markets during their tour in Australia over the course of four consecutive days.
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 vehicles adventurous persona. Additionally, collaborate with Driving Solution’s to meticulously plan the technical components of the drive, ensuring adequate parking space at each hotel (20 x private spaces), washing facilities, and efficient management of car storage and logistics upon their arrival.
In four consecutive days, the team successfully managed to create a brand experience that left these media journalists wanting more of the Ranger Raptor. Our phoenix team delivered a turn key solution for Ford with every aspect thought of meticulously from organising flights and private chauffeurs to arranging luxury glamping accommodation at Sirromet Winery - 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 their arrival, warmly welcoming them 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 which offered a unique local experiences that 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 4000 orders and counting!
10,0000+ Ford Ranger Raptors have been sold since the vehicle launched in Australia
100+ International Media Journalists travel & accommodation needs were successfully coordinated by our internal guest relations team
We were able to not only successfully deliver this 7-day multi wave product launch for Ford Australia, we were able to go beyond their expectations, with only a 3 month lead time.
Built out of a desire to inspire change, Phoenix provides a platform for brands to come to life. We Challenge, We Nurture, We Curate - pushing the boundaries of aligned and leading brands to amplify their cause and build their legacy.
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