A Once-In-A-Lifetime Experience. In the Middle of Nowhere.

BFGoodrich and Michelin asked the JACKSON experiential team to provide key partners and business prospects a once-in-a-lifetime VIP event that expanded beyond the Baja 1000 race. And it had to be planned, produced and executed within nine months. In the middle of nowhere. 

We wanted to “wow” the guests, of course, but we also wanted to create branded content that could be shared across social media, build connections through these like-minded enthusiasts and get dealer buy-in for the upcoming sales cycle. 

From VIPs to Brand Champions

There is no race in the world like the SCORE Baja 1000. It’s breathtakingly exciting, but it's also in the desert, so logistics and implementation must be checked, rechecked and checked again—along with emergency support. No problem. JACKSON pulled it off. 

• Erected a VIP tent located along the course with authentic local cuisine.
• Created exclusive access to drivers and their vehicles at contingency and the finish line, a unique offering JACKSON coordinated with BFGoodrich and SCORE.
• Created a Baja driving experience where guests got behind the wheel of the Baja Challenge racecar and rode along with a pro driver in a trophy truck.
• Researched, planned and hosted Michelin-star dining, first-class accommodations and a special reception with race teams where drivers discuss the rugged capabilities of BFGoodrich off-road race tires in one of the world's toughest environments.