Challenge & Execution

• Unique venue transformation: Hosted in February 2018, the event turned an inactive mine in Çeşme into a high-octane launch site for 120 press members, running in back-to-back groups over a 7-day period.
• Professional off-road tracks: The launch of Renault’s Dacia Duster featured challenging test-drive tracks custom-designed by legendary Turkish rally driver Volkan Işık and his team.
• Bespoke on-site hospitality: While guests stayed at the premium Alavya Hotel, a custom pop-up café was constructed from scratch directly at the active mine site to provide comfort and catering.
• Award-winning experience: Setting a new benchmark for automotive press events, the launch was honored with the "Best Press Launch" award by the Automotive Journalists Association (OYD).

Outcome

The Dacia New Duster Press Launch redefined standard automotive test-drive events by transforming a challenging, raw mining landscape into a premium experiential playground. The combination of intense driving dynamics and tailored hospitality secured prestigious industry recognition and extensive media praise.