The Joy of Adventure
In 2023, in celebration of the brand’s 60th anniversary, Automobili Lamborghini Canada entrusted 7 Communications with their first-ever Canadian Esperienza Giro. Lamborghini ownership is an invitation to adventure; and previous Giro programs legendary amongst Lamborghini owners—so, the bar was set high for the Canadian program. Our team focused on delivering a once-in-a-lifetime driving tour through epic landscapes, illuminating driving performance, while serving up some of Canada’s finest hospitality, culinary, and lifestyle experiences. All while staying one step ahead of Hurricane Lee.
Background
Lamborghini ownership is an invitation to adventure, and in celebration of the brand’s 60th anniversary, Automobili Lamborghini Canada entrusted us with the first-ever Canadian Esperienza Giro.
The Esperienza Giro is a Lamborghini brand lifestyle experience designed for select owners to enjoy their own cars in some of the world's most spectacular locales.
Challenge
Previous Giro programs are the stuff of legend among Lamborghini owners, and a high bar was set for this year’s 60th anniversary Canadian program. Our team focused on delivering a once-in-a-lifetime driving tour through unbelievable scenery showcasing driving performance as well as some of Canada’s finest hospitality, dining, and lifestyle experiences. With a showcase of road-going vehicles at its heart, the 2023 Esperienza Giro would run rain or shine, with every detail meticulously pre-planned—and then Hurricane Lee arrived.
Challenge
Previous Giro programs are the stuff of legend among Lamborghini owners, and a high bar was set for this year’s 60th anniversary Canadian program. Our team focused on delivering a once-in-a-lifetime driving tour through unbelievable scenery showcasing driving performance as well as some of Canada’s finest hospitality, dining, and lifestyle experiences. With a showcase of road-going vehicles at its heart, the 2023 Esperienza Giro would run rain or shine, with every detail meticulously pre-planned—and then Hurricane Lee arrived.
Solution
To deliver a uniquely Canadian take on the Esperienza Giro, our team curated a beautiful autumn route set against the spectacular backdrop of Canada’s East Coast.
Under the guidance of professional Squadra Corse drivers, the planned route would showcase the unique beauty and culture of Canada’s Maritimes with elevated luxury accommodations and fine dining at every stop.
Our guests arrived in Halifax to open their journey at the luxurious waterfront MUIR hotel. While our support team monitored weather reports and began creating contingency plans to ensure a seamless experience even as a storm approached, guests were greeted with thoughtful in-room gifting boxes and enjoyed a welcome cocktail reception and private dinner in the hotel's art gallery.
Under the threat of Hurricane Lee, our team swiftly adjusted the first day of driving to ensure the safety of all drivers and vehicles. Instead of rallying to a whale watching excursion on the Bay of Fundy, we pivoted to an adjusted activity plan around the luxurious Fox Harb’r Resort, where blue skies awaited. Options included a scenic afternoon drive or the full suite of resort amenities, followed by a dinner reception experience in the incredible Founder Lodge mansion on the property.
Safely out of the weather, our group pivoted back to the original itinerary, with guests enjoying seafood on Prince Edward Island and an authentic down-home dining experience including fresh lobster, hodge-podge stew, and the famous Halifax donair.
On the final day, the group adventured to Cape Breton Island and one of the world’s most scenic drives: the breathtaking Cabot Trail. The program concluded with live music, an authentic Maritimes feast, and camaraderie amongst Lamborghini owners. Each participant received as a parting gift a branded flash drive featuring keepsake photography of their special experience.
Result
The tour’s 23 invited guests, from both Canada and the United States, enjoyed a once-in-a-lifetime driving adventure through a region of Canada many had never visited before. Despite having to slightly alter routes due to Hurricane Lee, attendees had the opportunity to drive almost all of the scenic routes previously communicated, including the fantastic Cabot Trail route.
The experience left an impression, with many guests expressing keen interest in attending future Automobili Lamborghini Canada events.
Core Contributors
