Electric Vehicle Press Test Drive on the Atlantic Coast 2023
WMH Project designed an automotive test drive event for press and fleet audiences on behalf of an international electric vehicle manufacturer. Staged on France's Atlantic coast in October 2023, the experience brought together 24 journalists and 30 fleet stakeholders around three vehicles and mixed-terrain driving routes.
Why host a press test drive by the ocean?
The destination carried the entire narrative. WMH Project selected venues less than 4 hours by train from Paris, allowing journalists a same-day round trip. Proximity to the Atlantic Ocean echoed the nautical spirit of the range being tested. Two territories were explored: La Baule, on the Côte d'Amour, and La Rochelle, on the southwest coast.
How do you choose venues for a premium automotive test drive?
Three criteria guided the selection: a luxurious, modern image, a seafront setting, and routes blending city, road and open spaces. Three hotels were studied: a 5-star property facing the Atlantic and bordered by a pine forest (200 rooms, 11 meeting rooms), a second 5-star hotel with a spa and an outdoor garden format, and a seaside hotel offering dining signed by a Michelin-starred chef.
What does the driving route look like?
Each destination offered a route of 130 to 150 km, roughly 2h10 to 2h30 of driving across varied terrain. The setup integrated on-site charging pods (up to 22 kW) and fast chargers to limit waiting times. Three vehicles were displayed on lawns or parking areas, with signage placed at key touch points: entrance, reception, lunch, meeting room.
How do you pace a press test drive day?
The programme spanned two days: late-afternoon welcome, press conference, then a seafront dinner. The following day featured breakfast, two driving sessions framing a seaside lunch, followed by gifts and departure. This compact format respected the round-trip constraint while delivering an immersive experience.
What scenography extends the nautical universe?
The scenography unfolded a nautical thread: pillows and floral compositions in the rooms, totems and windflags for wayfinding, ephemeral logos drawn in chalk to guide guests to the parking. The welcome team wore marine first names (Océane, Marina, Calypso…) and coordinated outfits. In the cars, curated details — water, a sea-spirit key ring, a themed playlist — extended the immersion.
By WMH Project — We Make It Happen.
FAQ
How many guests did this press test drive gather?
The event brought together 24 journalists and 30 fleet stakeholders around three vehicles that were displayed and driven.
Why was the Atlantic coast chosen?
The destinations, less than 4 hours by train from Paris, allowed a same-day round trip and echoed the nautical spirit of the range being tested.
What venue formats were proposed?
Three hotels: a 5-star property facing the ocean, a 5-star with a spa and outdoor garden format, and a seaside hotel with dining signed by a Michelin-starred chef.