Beyond the Asphalt
Brave, unexpected and authentic are values of the company Ferruccio Lamborghini created 60 years ago this year. ‘Expect the Unexpected’ has since become synonymous for the aesthetic language and the types of experiences their owners have come to expect.
Background
Our mission was to create programming that delivers on the brand personality and provide attendees with an extremely rare and exclusive opportunity to experience a Lamborghini on an unexpected terrain, wrapped in a luxury lifestyle experience.
Challenge
Combining an off-road adventure with the elevated Lamborghini brand aesthetic called for a stunning backdrop and unexpected terrain, wrapped in a luxury lifestyle experience. The fact that guests were among the very first to drive the Oro Station Motor Circuit in raw form made for a compelling and very challenging experience. As the North American first stop of the brand’s international Terra campaign, it needed to set the tone for programs to come.
Challenge
Combining an off-road adventure with the elevated Lamborghini brand aesthetic called for a stunning backdrop and unexpected terrain, wrapped in a luxury lifestyle experience. The fact that guests were among the very first to drive the Oro Station Motor Circuit in raw form made for a compelling and very challenging experience. As the North American first stop of the brand’s international Terra campaign, it needed to set the tone for programs to come.
Solution
Building on our successful winter program with the brand earlier in the year, guests were welcomed from across Canada to a warm weather Muskoka area adventure – Lamborghini style. While the Urus is a marriage between the soul of a super sports car and the functionality of an SUV, the Huracán Sterrato is an off-road weapon. The name itself speaks its truth: “Sterrato” is Italian for “dirt road.” The course had to be extraordinary.
Our team negotiated the exclusive use of the in-development Oro Station Motor Circuit. Once complete, the facility will be a paved, FIA Grade 3 motorsports venue. During its pre-build phase, our team was able to collaborate with track builders for this program to rework some of the terrain to optimize the course for off-road driving. Squadra Corsa instructors were flown in to deliver a driving experience showcasing the incredible potential of the Urus to overcome any obstacle, with guests having the added cache of being among the very first to drive the track.
To ensure a premium lifestyle experience, our team prepared the facility for its early guests with the installation of temporary facilities. A hospitality structure ensured a seamless transition between the on-track luxury driving and trackside experiences.
Located just 35 minutes from the indulgent Muskoka Bay Resort, the driving experience was paired a host of additional lifestyle elements. Guests could enjoy round at the Muskoka Bay Golf Course, a spa experience, pickleball, or water activities on Lake Muskoka, all accompanied by fine dining experiences.
With additional vehicles available to experience on track, day-passes were created to attract Lamborghini owners in Muskoka to join us for a day of the unexpected.
Results
A total of 55 attendees from both the U.S and Canada joined the program across three days. Guests delivered exceptional feedback, praising an extraordinary experience for the first-ever test Canadian drive for the brand new Huracán Sterrato and showcase of the Urus’ off-road capabilities.
The Canadian experience served as inspiration for Automobili Lamborghini America’s Terra program in late 2023, while our team received accolades from the Head of the Americas and Canada, recognizing their outstanding execution and the program's resounding success, as well as interest in future Canadian Terra programming.
Core Contributors
