Over a four year period, D3 conceptualised and delivered events that turned a dated off road adventure into a multi disciplined adventure challenge. This concept change was part of an overall strategic re-positioning for the Licensed Camel product range. Above all the new format helped reinforce this brand’s image to a fresh and receptive audience.
D3 were responsible for the competition concept and the logistical delivery of events in Mongolia, Chile/ Argentina and the South Pacific Islands.
Each event involved over 400 journalists and TV crews, including Reuters generating approx. $60 million of publicity.
Critically the events also had to satisfy the expectation of additional sponsors e.g. Land Rover, Honda, Sony, Pyranna, Castrol and Goodyear
