Create the perfect invitation to kickstart the anticipation and interest in the Jeep Grand Cherokee's test-drive 2011 in 'La Gran Sabana' National Park without having our guests, journalists, moving one step out of their homes, hence generating media buzz beforehand and raising up historical coverage of this new release.

And also ensure complete journalists attendance to the event. We needed this PR piece to get into our target's homes, travel with them throughout our adventure, and go back home with them, in order to keep the adventure alive and kicking.

GOALS:Re-gain media attention coverage on Jeep's biggest event of the year.

Outgrow previous events attendance by 20%.Generate media buzz and maintain the brand's relevance throughout the media.Generate a return of investment of at least $750,000 worth of media coverage.TARGET:Journalists, specialised bloggers and reporters were our target audience. Research shown they that needed to feel close to the brand to confirm attendance and proper reviewing of the event.

First of all we sent a photographer to picture the place's natural textures.With that, sheets started to be designed and then had them taylor made one at a time. Next they were packaged along with an invitation stating place and time of gathering for departure. Sheets were mailed out on october the 10th and the actual event took place 4 weeks later.

Journalists attendance was up by 40% against last year's event.Media coverage and blogging result was $1,216,000 on investment return against our original goal of $750,000.

How could we seduce journalists to attend a truly special event that will take place far away? we needed to get their attention and interest. In order to do this we sent them a little sample of the place they were invited to, generate expectations on them

The Jeep adventure Test-Drive has been a tradition for almost 7 years now, somehow the journalists attendance had simmered along the way. On 2011 we seized the perfect opportunity to re-gain media attention once again.