“When Vredestein was choosing the location for the launch of its new-generation all-season tyre, the decision was not based on the destination’s international recognition, but on something far more practical: what the country can realistically offer within two days. That is also the typical time frame an automotive journalist can devote to such a presentation. If we also consider that this is an all-season tyre, our land of contrasts becomes a logical choice,” explained Aljaž Čad, Managing Director of the Slovenian branch of CREATIVE PRO Group.
A country that captivates you in a single day
Today, an automotive launch is no longer just about presenting a product; it is primarily about creating an experience that demonstrates how the product performs in real-world conditions. One of the key reasons Slovenia was selected is its remarkable diversity within short distances. In March, it is possible to drive from dry, warm roads to wet and slippery surfaces within a matter of hours, before continuing into cooler, almost winter-like conditions in the snow-capped mountains. For the automotive industry, this means one thing: real-world testing conditions without the logistical complexity often encountered in larger countries.
The agency designed the experience across five different locations: Brdo pri Kranju served as the starting point and central event hub; Bled Castle hosted the gala dinner; Pokljuka provided alpine roads for driving on snow-blanketed terrain; Lake Bled offered a scenic lakeside photo location; and the AMZS Centre in Vransko allowed participants to test the tyre to its limits. Most European destinations simply cannot offer such a combination so close together.
The participants rated the project among the three best Vredestein launches to date.
Infrastructure that delivers
Infrastructure was a key factor in making such a complex project feasible. Although Slovenia often modestly compares itself with other destinations, it offers outstanding conditions for automotive events: excellent road connectivity, high-quality venues, reliable local production partners, and a culinary offering that meets international standards. It was precisely this combination that led participants to rate the project among the three best Vredestein launches to date.
A fully local execution
The project was entirely designed and delivered by the Slovenian branch of CREATIVE PRO Group, which led preparations for nearly a year. In total, 88 professionals were involved in the execution, simultaneously managing five locations and the complex logistics of the vehicle fleet and programme.
“With projects like this, the devil is in the details; how quickly you can move 30 vehicles between locations, how well the on-site teams coordinate, and how smoothly the bus and shuttle transfers operate,” explains Lili Zamernik, Project Manager at the agency.
With this project, Slovenia once again confirms its ability to host demanding international automotive events, not as an exotic choice, but as a rational one that combines diversity, accessibility, and high-quality execution. At a time when clients are seeking efficient yet experience-rich destinations that offer varied settings within a short distance, this combination is becoming a key competitive advantage.
Find out more about Creative Pro Adriatic here.
