Ford celebrated the launch of the 2025 Expedition with a multi-day, experience-driven event in Louisville and Indiana, combining factory tours, on and off-road drives, and consumer activations to spotlight the vehicle’s capability, innovation, and American heritage.
In May 2025, Ford hit the road and the trails for the All-New Expedition First Drive, a multi-day media and influencer experience celebrating the launch of the 2025 Ford Expedition. Hosted across Louisville, Kentucky and Interlake Off-Road Recreation Area in Indiana, the programme showcased Expedition’s capability, innovation, and American-made heritage.
The event kicked off with an immersive tram tour of the Kentucky Truck Plant, where guests got an exclusive behind-the-scenes look at North America’s largest assembly plant, vehicle briefings, and a thrill ride on the plant’s squeak-and-rattle validation track. From there, the media took to the road for a scenic on-road drive through Kentucky, stopping at Buffalo Trace for content capture before heading to Louisville Slugger Field. There, Ford hosted a media suite dinner and gave guests a chance to experience Expedition’s consumer activations – complete with tailgate setups, baseball-themed games, and a live QR-code raffle experience.
Day two took things off the pavement with the first-ever Expedition Tremor Off-Road Drive at Interlake. Media experienced the Tremor’s off-road capability on challenging terrain and participated in live towing demos. The day wrapped with a scenic “Linger Longer Lunch” at Interlake’s highest overlook and the surprise reveal of the all-new Explorer Tremor, introduced with a dramatic off-road entrance.
Across the week, Ford welcomed content creators, media, and Friends of Ford, blending live product experiences, lifestyle storytelling, and high-shareability content moments. The result was a bold, hands-on celebration of Expedition’s innovation, versatility, and roots in Louisville.
The Imagination team were invaluable team members on the Expedition drive programme. They handled a variety of moving pieces excellently and that played a pivotal role in the success of the programme.
Daniel Peake Ford Blue Utilities Communications Manager
The 2025 Expedition Media Drive successfully drove positive, high-impact results across social, earned media, and
site engagement.
OUR IMPACT
- 000m
- Overall, 261+ social posts were generated, 18.6m estimated total views and 985k in engagement, worth $2.3m in earned media value (EMV)
- 000%
- Expedition site visits increased 12.8% vs. 12-week average during the drive and embargo lift period
- 000%
- Lead form submissions rose 7.6% and dealer site visits climbed 11.5%
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