“What Drives You Forward” Dubai image
Bespoke travel company Black Tomato is roaming the earth, asking consumers what drives them forward.
Together with Cadillac, Black Tomato is venturing to locations around the globe to ask inspirers what motivates them in the “What Drives You Forward?” campaign. By working together and taking a humanistic yet adventurous approach, Black Tomato and Cadillac can make an emotional connection while also advocating and associating with an intrepid lifestyle.
“We’re thrilled to be collaborating with Cadillac on the ‘What Drives You Forward’ campaign,” said Tom Marchant, Co-founder of Black Tomato. “At Black Tomato we’re constantly focused on pushing our client’s boundaries and helping them open their eyes to new experiences.
“Through time, we’ve also learned the importance of connecting travelers to passionate locals and influencers that have bucked the trends and have unleashed an inner confidence to do things differently, attributes which are shared by the Cadillac XT5,” he said. “Developing the campaign with Cadillac and shooting these incredible films has allowed us to connect with fascinating individuals from across the globe, that are a source of inspiration, and help us reach our personal goals and dreams.”
Driving forward
“What Drives You Forward” tells the stories of five individuals in videos that show off the natural locale. The videos are shot in Reykjavik, Iceland; Yucatan, Mexico; Okavango Delta, Botswana; Dubai, Uniated Arab Emirates and the U.S. state of Montana.
The five individuals – fitness entrepreneur Hafdis Jonsdottir, hacienda restorer Josephina Larrain Lagos, conservationist Colin Bell, architect Raya Ani and mountain bike entrepreneur Tyler Jarosz – were selected because they embody the “bold, confident and versatile” optimism of the Cadillac GT5.
“Once we’d chosen the different destinations around the globe, our team set out to find interesting locals that have done things differently and broken molds,” Mr. Marchant said. “We reached out to local contacts and inspiring individuals that we’ve met on our own travels that have inspired us along the way.
“The approach to focus on people rather than product aims to inspire and engage consumers with the different hand-picked personalities featured,” he said. “Featuring the different personalities through the series of inspiring featurettes over the course of the campaign asks the audience to engage with their different stories, asking what drives them forward and motivates them and inspiring them to unleash their own personal sense of adventure and possibility through the means of travel and exploration.”
What Drives You Forward Botswana
Black Tomato’s videos are around three minutes in length and are hosted on YouTube as well as a microsite detailing the initiative.
The Iceland video opens with a shot of the GT5, followed by shots of Iceland’s fjords and waterfalls. In voiceover, Ms. Jonsdottir discusses the emotionally liberating effects of a run, seen in overhead shots that also show off Iceland’s mountains and walkways.
As long shots of her run are interspersed with more images of the country’s springs, glaciers and sunsets, Ms. Jonsdottir discusses the lasting legacy the country has as the first in the world to democratically elect a female president, her family and her ongoing relationship to exercise and fitness.
Cadillac x Black Tomato: The Iceland Experience
The other videos follow a similar pattern, beginning with the GT5 and landscape footage before a voiceover is introduced. In the Mexico video, Ms. Larrain Lagos first explains her attraction to the freedom and mixed cultures of the Americas.
She is seen driving from hacienda to hacienda in the GT5, and then explains how restoring the haciendas is a way of bringing forgotten cultures back to life.
Cadillac x Black Tomato l The Mexico Experience
The visually lush nature of the videos, produced by Studio Black Tomato, help to sell consumers on the locales themselves. Accordingly, Black Tomato is offering bookable itineraries to each of the destinations.
On the trip, guests will have the chance to see the locales featured in the videos in-person and engage in other discoveries and experiences.
The microsite also includes a quiz helping the user identify which of the five journeys best suits her. The brief 10-question quiz asks the user to pick between dichotomous city/country, warm/cold and mountainous/rural options, which then determine a single experience.
When clicking through to that experience, which correlates to one of the locations and spokespeople, a new page first provides background on the individual. Further down the page, a paragraph explains the commonalities between the experience and the Cadillac XT5, and Black Tomato outlines an itinerary for the trip, which users can book through the agency at the bottom of the page.
What Drives You Forward Montana
As Cadillac strengthens its positioning in the luxury segment, partnerships with high-end companies in other sectors will help it reach its desired audience. Additionally, as car sales among some segments drop and luxury embraces a shift toward experience, automakers are also trying to position themselves as lifestyle brands.
“Both brands speak to a very similar audience: globally minded, well-travelled, curious, progressive and discerning,” Mr.
The brands both share the same core values around the notion of experiential luxury – being well-travelled isn’t about going to the most talked about resort or staying in the most expensive suite, it’s all about finding adventure and surprises, and discovering a sense of place whilst on your journey.
At Black Tomato we’ve noticed the importance of connecting travelers to passionate locals and influencers whilst travelling to gain the best understanding of a destination. Both black tomato and Cadillac seek out to highlight local individuals that have bucked the trends and have unleashed an inner confidence to do things differently.
Lifestyle first
Black Tomato often crafts video series with luxury brands. The branding potential videos hold benefit the partner, while the chance to show off landscapes and distinct scenery drives business to the agency.
For example, in 2013 online menswear retailer Mr Porter partnered with four apparel and accessory brands and Black Tomato to curate a video series highlighting destinations around the world.
The “Insider Track” video series was told through the perspective of men living in the featured destination. Using Mr Porter’s core demographic in the series likely raised interest in Black Tomato’s services while generating purchases as those who booked with Black Tomato prepare for their trip (see story).
Realizing the impact that it can have on lifestyle branding, numerous automakers are beginning to team with players in the travel sector.
For example, British automaker Aston Martin has offered adventurous consumers a taste of elegant travels.
Alongside travel retailer Elegant Resorts, the automaker offered a once-in-a-lifetime opportunity to tour Scotland, England and Italy in one of its sports cars. Such offerings are gaining popularity within the automotive sector because they introduce the brand to travelers and create ties to less tangible experiences (see story).
“Cadillac and Black Tomato speak to a very similar audience: globally minded, well-travelled, curious, progressive and discerning,” Mr. Marchant said. “The brands both share the same core values around the notion of experiential luxury – being well-travelled isn’t about going to the most talked about resort or staying in the most expensive suite, it’s all about finding adventure and surprises, and discovering a sense of place whilst on your journey.
“At Black Tomato we’ve noticed the importance of connecting travelers to passionate locals and influencers whilst traveling to gain the best understanding of a destination,” he said. “Both black tomato and Cadillac seek out to highlight local individuals that have bucked the trends and have unleashed an inner confidence to do things differently.”
from
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