The reinvention of the classic road trip for a select group of automotive journalists created an unforgettable experience and made a lasting impression. This approach demonstrates MCI’s expertise in creating events and promotional tours for specific audiences.

In December 2019, MCI Group Canada Inc. (MCI) organized one of Nissan Canada’s most memorable programs: the Nissan Canada Route 66 Media Drive event. This 8-day program involved 11 vehicles, 17 journalists, 56 hours of driving, 3,940 kilometers covered, and an estimated 3,500 ounces of caffeine. The client wanted to showcase three of its new models and generate positive media coverage. MCI developed a winning concept for the event: the ultimate road trip along America’s “Mother Road” (the historic Route 66). As one of the attending journalists stated, it was “the most epic automotive adventure in the world.” By reinventing the classic road trip concept, MCI had the opportunity to create a program that retained a sense of adventure, nostalgia, and lasting enjoyment.

The program won the Best Press Event of the Decade award at the 2020 BizBash Event Style Awards. This proves that creating innovative and customized programs for clients leads to outstanding and lasting results. At MCI, we are committed to delivering exceptional experiences for our clients.