What is the Texas Off-Road Invitational?
The Texas Off-Road Invitational is a content generation event. The goal of the program is to present automotive journalists and content creators the opportunity to spend significant time with each test vehicle, with the specific purpose of creating content to post, pitch, sell and distribute in the form of stores, social media posts, videos, and photographs.
How will the journalist attendees get their content?
TxMPA provides journalists and content creators the opportunity to create unique content in a number of challenging drive scenarios. There are also areas where photographs and videos can be staged, such as cabins, campsites, mud pits, a fording area, a sandpit, a rock climb, fields, trails, and a gravel road. Additionally, there are areas where journalists can sit and conduct interviews in the shade and tow a trailer or RV.
Ideally, journalists will be leaving the event with weeks and months' worth of content about the vehicles and only thoughtfully mention the event along the way in event day coverage and social media posts.
To achieve maximum content generation value, TxMPA Is asking that each automaker have the expectation that their vehicles will not be subject to the quick turnover as achieved at other drive programs. Rather, the organization is encouraging attendees to get as much time as they require with different vehicles to create the best content. It is anticipated that this means 15-30 minutes per vehicle.
Additionally, we will have a team of photographers and videographers on-site to capture photos and video b-roll which will be made available to manufacturers.
Which automaker personnel should attend?
To do achieve the level of content generation event attendees are after, TxMPA is asking automakers to not send sales professionals to the event. The Texas Off-Road Invitational is more geared toward the roles of product communications professionals, product planners, regional communications staff, and engineers as subject matter experts. Automakers are also asked to plan on not doing the usual ride-along routine that is typical with drive events but is welcome to ride and drive with the journalists. TxMPA requests that automakers gear their interactions at the event toward deeper product knowledge discussion rather than the cursory product overview typical of other organizations' drive events.
Do I need to be a member?
At least one representative from each automaker must be registered as Texas Motor Press Association member in order to register vehicles for the event. Click here to learn more about membership.
Who is the event open to?
The Texas Off-Road Invitational is only open to Texas Motor Press Association members. Automakers who wish to sponsor journalist attendees may do so, but those individuals will need to be approved of as Texas Motor Press Association members and paid their dues at least two weeks prior to the event.
Journalists who are not able to commit to coverage of the vehicles at the event will be asked to not attend as the organization strives to have the largest return on investment for all attendees.
Driving priority will be given to automotive journalists and top-tier content creators. Other attendees will be able to tag along and team up to create their content.
Can I preview the venue?
Of course! Automaker representatives who wish to tour the site of the Texas Off-Road Invitational ahead of the event should contact Texas Motor Press Association to arrange a time to do so.
Can I create my own course?
Sure! TxMPA is open to creating demonstrations of vehicle capabilities that are beneficial to all attendees.
What should I wear?
Jeans, shorts, t-shirts, and polo shirts are acceptable for all activities. Closed-toe shoes are recommended. Attendees should anticipate that the event activities will leave them with dirt and mud on their clothing.
What vehicles can I bring?
Automakers are welcome to bring to vehicles that are specially made for the event, marketing vehicles, or fleet vehicles to the event.
How much does it cost?
It is the goal of TxMPA to make the event as accessible to automakers as possible and keep costs at a minimum. Therefore we are able to charge much less than what other organizations charge for their events.
Can I hire a company to care for my vehicles on-site during the event?
Automakers may hire concierge companies like DriveShop, Prestige Auto, and PageOne to tend to their vehicles throughout the event days. If this is a route you'd like to take, please note that at least one representative from the company must be a TxMPA industry member. If you go this route, please let TxMPA know so that we can coordinate access to the site and go over the facilities available with you.