When Toyota Motor Europe wanted to launch the latest generation of its iconic Hilux, including the model’s first electric version, it was determined to avoid the familiar automotive launch destinations.
The result was a 24-hour driving experience in the foothills of Bulgaria’s Balkan Mountains – the brand’s first in the country – delivered across seven waves for more than 280 guests from 25 countries.
Events Taylor Made led the project, bringing together production, vehicle logistics and local destination expertise to deliver Toyota’s first event of its kind in Bulgaria.
Taking the road less travelled
The brief was centred firmly on the driving experience. Toyota wanted journalists to spend as much time as possible behind the wheel, testing the hybrid and electric versions of the new Hilux across varied off-road terrain.
It also wanted to take the launch somewhere unexpected, avoiding established favourites such as Spain, France and Portugal.
Events Taylor Made founder Mark Taylor initially explored several destinations, including Bavaria and Estonia, before Bulgaria emerged as an unexpected contender after one of his vehicle logistics partners, who had previously explored the country by motocross bike, suggested it could provide the right terrain.
“I knew absolutely nothing about Bulgaria and had never been there before,” says Taylor. “It had never really come up, even as a wildcard destination. But the more we explored it, the more we realised it could work perfectly for what Toyota wanted to achieve.”
Remaining within the EU was important because the programme involved importing and exporting a fleet of vehicles. Bulgaria also offered everything the brief demanded: challenging off-road terrain, dramatic landscapes for content creation and a sense of mystery for well-travelled automotive media.
Creating the perfect playground
The foothills of the Balkan Mountains were identified as the ideal setting for the drive. Less than an hour from Sofia Airport but a world away from the capital, the area combined accessibility with the remote landscapes the experience required.
Hyatt Regency Pravets was selected as the event base. Set beside a lake, the resort offered extensive outdoor space for the vehicle line-ups, event infrastructure, temporary workshop and cleaning facilities, as well as the flexibility and enthusiasm needed to support a complex automotive launch.
All the contracted guest rooms faced the lake, where two display vehicles were positioned to ensure the Hilux was the first thing attendees saw when they opened their curtains. Many guests got up early to photograph and film the vehicles against the surrounding landscape.
Event spaces were styled to reflect the Hilux’s identity as a workhorse. Instead of entering a conventional presentation room, attendees stepped inside a site foreman’s office for their technical briefing. The dispatch area was also designed to resemble a working construction site.
Akokan delivered the production and creative foreman concept, while E4B managed the vehicle logistics and worked with the wider team to develop the driving experience.
Built to test every capability
Four separate driving loops were created around the surrounding countryside, each offering different terrain, levels of difficulty and content opportunities.
Journalists could experience the Hilux across gravel, rocks, water and steep inclines, while testing the functionality of its different off-road driving modes. The routes varied in length from around one to two hours, giving attendees the flexibility to choose their preferred experience and, where flight schedules allowed, complete more than one.
“The whole point of bringing the media out was to give them as much time with the vehicles as possible,” says Taylor.
Alongside the four loops, the team created a purpose-built technical exercise area where some of the Hilux’s more extreme capabilities could be demonstrated in a controlled environment. A steep forested slope was used to showcase ascent and descent performance, while a specially constructed wading feature allowed drivers to take the vehicles through 75cm of water.
The vehicle logistics team spent around ten days clearing overgrown sections and preparing approximately 25km of routes before the launch. Each route was then checked again every morning before the cars went out.
Content creation was considered throughout. Routes were selected not only for the quality of the drive, but also for their visual potential. A branded coffee caravan positioned in the middle of the countryside provided an unexpected refreshment stop and gave guests another opportunity to capture the vehicles in action.
Why local knowledge mattered
For Taylor, the event demonstrated the importance of working with an experienced DMC when operating in a less familiar destination. He was introduced to Insight Events Bulgaria by James Dowson of DMC Advantage, which helped bring the ambitious concept to life.
Insight Events Bulgaria introduced the team to a local motorsport champion who knew the region and helped identify suitable driving routes and locations for the technical exercise area.
The DMC also managed conversations with landowners, local mayors, police and suppliers, helping the team secure permissions, negotiate access to privately owned land and arrange the equipment and workforce needed to prepare the terrain.
“They understood very quickly what we were trying to achieve and were incredibly proactive. They travelled out from Sofia to meet the right people, open doors and find solutions,” says Taylor. “It became a genuine partnership. They brought the local knowledge and relationships, while we brought our understanding of Toyota and the requirements of an international automotive launch.”
That collaboration was particularly important given the short lead time. Events Taylor Made received the brief in February, with the event taking place during the first two weeks of June.
A carefully curated 24 hours
Each wave followed a tightly planned 24-hour programme designed to maximise time with the Hilux.
Following arrival and check-in, guests attended an outdoor welcome reception beside the lake, where the display vehicles provided the backdrop. A technical presentation and Q&A prepared them for the following day’s drive before dinner at the hotel’s restaurant.
The next morning, journalists were allocated vehicles according to the needs of their individual markets. Some markets focused on one model, while others experienced both the hybrid and battery-electric versions.
Guests could choose between the four loops and technical exercise area before returning to the hotel for lunch. Those with later flights could complete a final afternoon drive before transferring to Sofia Airport.
The remote setting helped keep the experience focused on the Hilux, while every element, from the foreman-themed briefing to the lakeside display and coffee caravan, reinforced the vehicle’s character.
Setting a new benchmark
Feedback from both Toyota and the attending media was overwhelmingly positive. For many journalists, the unfamiliar destination was part of the appeal, offering a welcome alternative to the European locations they regularly visit for vehicle launches.
“The media loved going somewhere different,” says Taylor. “There was a real sense of mystery because many of them had never been to Bulgaria and didn’t know what to expect. The combination of the destination, the choice of routes and the technical experience exceeded expectations.”
Media coverage of the Hilux was positive, while lifestyle journalists and content creators also highlighted Bulgaria and the surrounding landscape in their output.
Toyota’s hosts described the programme as having “set a new bar for off-road events”, while the client described it as “a special media event for the new Toyota Hilux, not only because it was in my home country, but mainly because the people involved brought a ‘feeling at home’ atmosphere. Everyone went above and beyond in true Hilux spirit.”
“It was new territory for everybody, but that became one of its strengths,” Taylor adds. “Bulgaria gave us the space and flexibility to create something unique. It really was the perfect place to host this event.”