GMC Yukon Ride and Drive

The Brief

A two day drive event for hand-selected automotive journalists to introduce and showcase the all-new 2021 GMC Yukon to the region.

The event took place in late November 2020 and needed to offer a completely different experience to the dune driving experience of their sister brand event held three weeks prior, whilst still demonstrating both the on and off-road capabilities of the vehicle.  

The location could not drift too far from central Dubai, so our proposal was to travel inland towards the Masafi region of the Hajr Mountains.  The client was delighted with this solution and was keen for Noble Events to get to work turning the concept into reality.

Location & Venue

The event began at La Ville City Walk in the X_Lounge where Noble Events introduced subtle branded touches from frosted logos to embroidered pillows to transform the meeting space. The starting location was selected for its proximity to the fastest route out of the city, whilst also complementing the lifestyle element of the brand.  

The lunch location needed to be no further than 60 minutes drive from Dubai yet close to the mountainous wadi areas.  AL Faya Resort was perfect for this. In order to give a more premium feel, our team brought in external furniture, décor and catering to transform the space into the ‘GMC Yukon Denali Lodge’. 

The Schedule

Starting off at La Ville City Walk for a presentation and driver briefing, guests then drove out of the city in convoy to Al Faya Resort where they took part in a wadi drive activity before lunch, filming  and then a self-drive back to La Ville.

We took the decision to bring in external caterers to continue the outdoor adventure concept, offering live cooking on a BBQ over a fire pit, and the journalists remarked on the excellent quality of the food.


The GMC Yukon drive event continued to build on the GMC story from previous events by focusing on the lifestyle choicse of an outdoors adventurous individual, whilst maintaining a premium feel.  Every touchpoint was carefully considered.

The client was extremely happy with the outcome of the event, particularly given the time, budget and venue constraints. Al Faya were so impressed with the transformation of their space they wanted to keep the furniture and décor for themselves.

Noble Events’ Senior Event Manager, Jenny Homer, was congratulated by the GMC and Chevrolet Communications Manager after the event, who said “I just want to take a minute to thank you for all the great and hard work that you delivered over the past couple of months. You make the most difficult tasks look so easy. Your proactivity, attention to detail and professionalism is something that really stands out and the wider GM team noticed it.”