THE CHALLENGE

Generate buzz in the media about the towing capabilities of the 2014 GMC Sierra Truck

THE BIG IDEA

Invite lifestyle and automotive editors to participate in towing sessions and treat them to a glamping experience

HOW WE DID IT


Trailering Academy:

  • Guests greeted with Sierra trucks to drive to GMC Trailering Academy at Camarillo Airport
  • 20’x20’ tents transformed into classrooms and a canteen
  • Editors ran test drives and towed vintage Airstreams
  • Guests drove their Sierra trucks and Airstreams to the GMC Base Camp glamping experience


GMC Base Camp:

  • Three camping spots at El Capitan Beach transformed into luxurious lounge
  • Glamping experience offered luxury living in rugged campground setting where guests “camped” in style
  • Dinner, mixed cocktails, hammocks and rocking chairs, games and roasted  marshmallows
  • Editors stayed overnight in their personal Airstream trailers
  • Explored Solvang, Fess Parker Winery and downtown Santa Barbara in the trucks
  • Program executed in seven days; three waves

IN SUMMARY

Editors from the Los Angeles Times, Vanity Fair, Huffington Post and Car and Driver were in attendance. In total, 60 editors participated.  As a result to date 22 stories have appeared.