TOYOTA

TOYOTA - PRODUCT LAUNCH

Client:  Toyota Europe - Globe France 

Type of event: DPL – Dynamic Product Launch 

Number of guests:  130

Event set-up:
Toyota Europe arranged for Discover Truenorth to plan and execute a grand launch in the Iceland countryside for the new Land Cruiser and Hilux models. They invited five groups of lifestyle media to attend the event with each group staying 3 days in Iceland. Discover Truenorth handled all hospitality, food and beverage as well as creating tailor- made side programs for all 22 countries. Discover Truenorth selected stunning and rarely traveled paths way off the beaten track for the ultimate driving experience. 

Day 1 Arrival day
— Light prelude: 

• Media arrival at Keflavik International Airport 

• Welcome the Media and a short briefing 

• Key distribution 

• Test Drive including these sights: Waterfalls, hot springs and dedicated off road tracks 

• Arrival at the Hotel 

• Pre-presentation cocktail & Canapé 

• Media presentation 

• Three course gourmet dinner and open bar in a scenic hotel

Day 2 Travel day
— The Highlands: 

• Breakfast and check out 

• Key distribution 

• Test drive including these sights: Black sand plateau, highland passage and river crossing 

• Into the Glacier – Inside the world’s largest man-made ice cave 

• Lunch at a mountain hut in the highlands 

• Coffee & Icelandic donut ‘Kleina’ by a waterfall 

• Test drive – Sights included: Black sand plateau, highland passage and river crossing 

• Arrival at the Hotel 

• Dinner and open bar 

Day 3 Departure day
— Relaxed driving experience: 

• Breakfast and check out 

• Test drive including these sights: Lake, geothermal area and lava fields 

• Departure from Keflavik International Airport 

Side Programs: 

• Blue Lagoon Premium Admission 

• Reykjavik City Walks 

• Northern Lights tours 

• Whale watching 

• Whale museum visit 

• Hotels, Car rentals, lunches and dinners