If you’re going to make a comeback to the FIA World Rally Championship after a 17-year long break, it’s best to do it loud and proud. At least that’s what we did when we set out to create a car launch that was designed to be seen and felt by the media.
Toyota Gazoo Racing wanted to organize an event in Helsinki to announce its return to the WRC series. The international automotive media was holding its breath to get a first glimpse of the new WRC car and the new 2017 team. Tapaus was given the chance to organize this once-in-a-rally-lifetime media launch and Finlandia Hall’s Veranda was chosen as the venue to host around 100 automotive media from around the world.
When the media stepped inside the building, they were probably expecting the new car to be there waiting for them under a classic white sheet. But there was no car or sheet in sight. Some of the journalists there were probably wondering if they’d come all the way to Helsinki for nothing.
