The Year of the Bull

Automobili Lamborghini Canada

Lamborghini enthusiasts embraced a year filled with excitement. The highlight of ’22 was the launch of the versatile Huracán Tecnica, celebrated with media previews and an exclusive evening for passionate customers. This momentum led to thrilling adventures, including a rally to Watkins Glen and a West Coast tour dubbed ‘The 99 Tour with Lamborghini.’

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SCOPE OF WORK
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Concierge Services
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Logistics Management
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Track Experiences
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Hospitality Management
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VIP Experiences
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Print Design
Experiential
Creative
Digital
Social & PR
Brand Partnerships

Background

In the wake of the pandemic's uncertainties, Lamborghini supporters were eager to get back behind the wheel and experience everything new this brand had to offer. Soon enough, we were back to regular scheduled programming and our goal was to fill the calendars of customers with thrilling events, stunning views, and time well spent with some stunning Bulls.

Rear end of a Lamborghini Huracan.
Lamborghini Driving on a road with trees visible in the background.
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Challenge

After the on-again, off-again days of the pandemic, we knew this one had to be big. How could we reignite the passion and sense of adventure among Lamborghini’s most beloved customers? The launch of the newest member of the Huracán range, the Huracán Tecnica. From scenic drives to helicopter flights and trackside experiences, 2022 was marked by unforgettable moments.

Challenge

After the on-again, off-again days of the pandemic, we knew this one had to be big. How could we reignite the passion and sense of adventure among Lamborghini’s most beloved customers? The launch of the newest member of the Huracán range, the Huracán Tecnica. From scenic drives to helicopter flights and trackside experiences, 2022 was marked by unforgettable moments.

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Solution

The premiere of the Huracán Tecnica was a day full of special media previews followed by an evening with 300 of Lamborghini’s most passionate customers. We had the honour of hosting Andrea Baldi (CEO Automobili Lamborghini America) and Mitja Borkert (Global Head of Design) who shared their knowledge of the beautiful new Lamborghini that was built for both the road and the track.
We rode the high of the launch of Huracán Tecnica into our next adventure where we rallied some very passionate customers to upstate New York for the Lamborghini Super Trofeo stop at the famed Watkins Glen. Before arriving there, we rallied to Vineland Estates Winery which also served as the base for our helicopters that provided a breathtaking flight over Niagara Falls. Once at Watkins Glen, the next two days were spent trackside viewing races from the private Lamborghini lounge before departing for home, guests were invited to exercise their bulls on track.

Lamborghini customers on the West Coast enjoyed the same love with a rally along the sea to sky highway from Vancouver to Whistler. This three-day owner experience, now known as ‘The 99 Tour with Lamborghini’ took customers to Callaghan Valley where they took part in a UTV adventure through the beautiful Valley with spectacular views. By early evening, guests were dressed to impress and enjoying a specially curated Italian dining experience at the Four Seasons Whistler.

The west coast love didn’t end there, as brand fans from across the country gathered weeks later at the Westin Bear Mountain Resort in Victoria for a two-day lifestyle experience. Day one was a choice of golf, tennis or a day relaxing at the spa. Day two was full of speed, adrenaline and memories created at the Vancouver Island Motorsport Circuit where an autocross in the URUS and hot laps around the track in the Huracán EVO RWD and STO completed the days’ agenda.

Lamborghini driving on a track with a Lamborghini logo and "SQUADRA CORSE" printed on the ground.
Interior of a Lamborghini, steering wheel and infotainment system in view.
Table setting with "The 99 Tour with Lamborghini" event dinner menu.
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Results

The guest response and attendance in 2022 was overwhelmingly positive. Lamborghini saw 395 loyal customers, prospects, and media across all its events. From experiencing the unveiling of new models firsthand, to getting to experience Bulls on track, 2022 was filled with Lamborghini comradery, high speeds, and beautiful vehicles. This momentum and desire for more events, continued into 2023.

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