Strata recently delivered an immersive brand experience for Dacia in Romania’s Carpathian Mountains for media and content creators. We get the lowdown on the event….
The brief
The idea started with a request from Charlie Roper, PR and Communications Manager at car brand Dacia, to tap into the brand’s heritage, and to see bears in the wild in Romania. From there, Strata worked with Dacia to shape a multi-day journey for media and content creators that brought the idea to life.
The car of choice was a Dacia Duster, which was used to navigate the rugged off-road terrain and remote mountain landscapes. The aim was to deliver an experience that would inspire strong editorial coverage and leave a lasting impression on those invited. Strata was asked to design and deliver a trip that reflected the spirit of the brand while remaining sensitive to the complexities around wildlife tourism.

Photo Credit: Luc Lacy
The solution
The team created a three-day expedition through the Carpathian Mountains and Piatra Craiului National Park. The route was chosen to showcase the Duster’s off-road performance in real-world terrain while giving guests a rich and memorable introduction to rural Romania. With the Dacia Duster as their trusty guide, it was a wild adventure, tackling rugged terrain, unpredictable weather and the thrill of the unknown, with unforgettable views.

Photo Credit: Luc Lacy
Day one began with journalists representing media including The Sun, Mail Online and The Daily Express and creators from Dacia’s Adventure Community. The group climbed a steep, single-track mountain road to a remote, family-run farm for lunch made entirely from their own local produce. The experience was raw and authentic, with simple surroundings. Just stunning views and a shared table in the open air.
That afternoon, the group travelled through the Stramba Valley before setting off on foot to a remote bear hide. Guided by a local ranger, they moved in silence to observe three bear families and experienced a close but controlled encounter with a large male bear. This moment, filled with quiet tension and awe, became one of the most talked-about highlights of the trip. The evening ended with a traditional Romanian dinner back at a family-run villa deep in the mountains.

Photo Credit: Luc Lacy
Day two offered a slower pace but equally powerful experiences. Guests drove through the village of Pestera and followed a 15-mile scenic ridge track before heading off-road once again to a shepherd’s camp. They were welcomed by 200 sheep, donkeys and dogs, and served a rustic barbecue of handmade cheese and mountain tea brewed with herbs picked on site. There were no formal settings – just a hillside, fresh food and panoramic views.
Later that day, a Dacia photoshoot took place at Bran Castle, famously linked to the legend of Dracula. Guests were given a private guided tour of the historic site, followed by dinner at a nearby fortified church, where a local vicar and his family served Romanian stew alongside heritage storytelling. Some of the most memorable stops came from personal recommendations discovered during the planning process, adding a sense of natural discovery to the journey.

Photo Credit: Luc Lacy
The event showcased the vehicle’s off-road capabilities in a meaningful, story-rich way. Each twist and turn of the route gave guests the chance to experience the Duster’s performance first-hand, with no need for explanation or staging.
Impact and feedback
The experience was met with exceptional feedback from both guests and the delivery team. Seeing bears in the wild was described as the highlight beyond all imagination, with the moment of encountering a large male bear under the guidance of a ranger creating a sense of real awe and excitement. It was a real highlight of the trip.
Jo Hibberd, Project Manager at Strata, said: “In all the events I’ve delivered over the years, this one stands out. From climbing remote mountain tracks and sharing handmade cheese with shepherds in the hills, to standing in silence just metres from wild bears, it was raw, immersive and completely unforgettable. The guests embraced every part of it, and the Duster handled everything we threw at it. It was brilliant to bring it all together on the ground. None of this would have been possible without the support of Katherina and Herman, who owned Villa Hermani in Măgura – a place I will never forget.”

Photo Credit: Luc Lacy
Charlie Roper, Dacia PR and Communications Manager added: “At Dacia, we like to create authentic adventures that resonate with the people who purchase our cars. Our most recent, the Romanian Wilderness Adventure, was an excellent example of showcasing our brand in its most true form, making sure the raw, essential experience was prioritised throughout.”