Requirement

Develop a launch event for the new Tag Heuer Carrera Range that guaranteed attendance by targeting journalists and generated maximum media exposure for the new range.

Response

A car rally like no other: Victoria’s 50 most exclusive vehicles—filled with celebrities and journalists—in a police-escorted, red light-free convoy from Melbourne to Domain Chandon for a long table lunch among the vineyards, followed by some full throttle action on a blocked off stretch of country road.

Result

Primetime airtime on the Seven, Nine and Ten networks, plus plentiful column centimetres in Vogue, Harpers Bazaar, GQ and a clutch of car magazines.