John West, ‘The Amazing Race’ Trip to Alaska

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Seven Network & John West, ‘The Amazing Race’ Alaskan Adventure

THE BRIEF

We were tasked by Seven to create a travel experience that gave a prize-winner the chance to live ‘The Amazing Race’ while also being strongly aligned with the sponsor brand, John West.

OUR ROLE

We carefully curated a special trip to Alaska, the destination chosen for its pristine wilderness and sensational wildlife to fit with the quality image of John West products. Each morning at breakfast, hotel staff ceremoniously presented our guests with an actual Amazing Race yellow envelope (the same one used on the show), revealing their surprise activity for the day. These included unique and exciting experiences such as dog sledding, snowmobiling, a helicopter flight, snowcat skiing and snowshoe canyoning, all once in a lifetime experiences for the prize-winner and her family.

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THE OUTCOME

It was awesome to have the adventures as a surprise every morning! And each adventure was amazing. From speeding around on skidoos to flying over the mountains in a helicopter to climbing a frozen waterfall to dog mushing to being up close with bears and moose. They tested my courage and skills and allowed me to do things I have never done before. This trip has definitely inspired me to take more adventurous holidays.
— Winner
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Andrew Keese