Project Description

Wanting to showcase the new G70 luxury sedan’s all-wheel drive capabilities, Genesis asked Centigrade to create a media program that put press in the driver’s seat of the car. Thus, the idea of the Genesis “Snow Day” was born.

Centigrade invited top luxury lifestyle and automotive media to a 4-day experience in Aspen, CO, where they could experience all the excitement of the winter terrain. From scenic mountain drives weaving through canyons and winding along rivers of two national forests to testing the G70’s limits by driving and drifting on a Snow Autocross Course, media guests got to experience the cars full potential.

Project Details

Client:

Wanting to showcase the new G70 luxury sedan’s all-wheel drive capabilities, Genesis asked Centigrade to create a media program that put press in the driver’s seat of the car. Thus, the idea of the Genesis “Snow Day” was born.

Centigrade invited top luxury lifestyle and automotive media to a 4-day experience in Aspen, CO, where they could experience all the excitement of the winter terrain. From scenic mountain drives weaving through canyons and winding along rivers of two national forests to testing the G70’s limits by driving and drifting on a Snow Autocross Course, media guests got to experience the cars full potential.

Project Details

Client:

Genesis Snow Day

In addition to test drives, Centigrade arranged for a proper “Snow Day” experience in Aspen through winter sport activities such as skiing, snowboarding, and horse-drawn sleigh rides as well as dining in remote log cabins and a yurt village! The Genesis “Snow Day” resulted in positive media coverage in outlet’s such Robb Report, Cool Hunting, Kelly Blue Book, Airows.com, Por Homme and more.