Design, Adventure, and Innovation: Behind the scenes of a global unveiling
In the fast-paced world of automotive marketing, the launch of a new model is always a significant event. But when it’s a global unveiling, the stakes are even higher. At Veritas Events, we had the privilege of collaborating with Kia Australia on the Australian launch of the Kia Tasman – Kia’s first pickup truck.
Inspired by the inherent Australian culture of adventurous spirit and Tasmanian wilderness, the Kia Tasman represents a fresh chapter in the brand’s evolution, combining power, versatility, and cutting-edge design. The ute’s strong, muscular lines and innovative features speak to a sense of connection, freedom and exploration, mirroring the untamed beauty of Tasmania itself.
Our objective for the launch was not just about showcasing a vehicle; it was about telling a story through an immersive, sensory experience.
Recognised following a secret ballot for those working in the media, the event was awarded Event of the Year in the 2025 Newspress Australia Awards.
Here’s a look behind the scenes at how we brought this global event to life, inspired by the beauty of Tasmania and the innovative design of the Kia Tasman.
The Opportunity:
The launch of the Kia Tasman was not just a local event, it was part of a global unveiling via a simultaneous broadcast at the Jeddah International Motorshow. This was Kia Australia’s largest and most important Australian launch to date. The opportunity was to create an experience that would not only stand out but also stay true to Kia’s brand ethos. We needed to craft an event that was engaging, memorable, and aligned with Kia’s ongoing ambition to be the movement that inspires. From the styling to the sensory elements, every detail had to reflect the utilitarian and adventurous spirit of the Kia Tasman, ensuring a seamless experience that resonated with our Australian audience and connect to the launch on the global stage.
The Concept: Movement. Connection. Discovery.
Our creative journey began with a simple yet powerful idea: draw inspiration from the car’s design and its connection to the Australian landscape. Embody Kia’s commitment to design and innovation, as well as its spirit of adventure. We wanted to take the guests on a local journey, immersing them in the natural beauty of Tasmania. Each element of the event, from the location to the design elements and the sensory activations, was intended to evoke the feeling of the Tasmanian wilderness—pristine, untamed, and exhilarating.
The Details: The launch event itself was an immersive experience, designed to captivate and transport guests to “Tasman Town”, the world of Kia Tasman – bold, powerful, rugged, adventure. Here are a few key elements that made the event unforgettable:
- Back to its design root: The launch naturally took place in Hobart, Tasmania to pay homage to Kia’s design inspirations. Guests were welcome at The Tasman Hotel, a luxury gem that also had its own transformational history. Princes Wharf 1 (PW1) provided the perfect canvas for us to transport guests on a journey though Tasmania – natural beauty of the island, with its rolling hills, dramatic coastlines, and wild forests.
- Environment design: We crafted a sensory experience that was highly designed, with a blend of technology, architecture and lush native botanical features contrasted with dramatic lighting.The spaces felt progressive, forward thinking and immersive while maintaining a strong connection to nature and the iconic outdoors. The venue styling incorporated natural textures, warm colours, and innovative design elements to highlight the connection between the vehicle and Tasmania’s natural beauty. Throughout the event, guests were immersed in visual landscapes that told the story of both the vehicle, as well as the terrains and locations suitable for the Kia Tasman.
- Simultaneous broadcast: The global nature of the launch was a key aspect of the event. Ensuring the Kia Tasman was kept under wraps and revealed in a truly global fashion, tight security measures were implemented, and content was embargoed.As industry and media guests entered, they were left in suspense. Aroused with a sense of adventure, intrigued as they entered the room to only see a sleek industrial and minimalist set. As the simultaneous broadcast at the Jeddah International Motorshow concluded, it marked the anchor moment to our reveal. All eyes were drawn by the dramatic lighting, soundscape and visuals to the dramatic drop of the silk drapes that unveiled the line-up of Kia Tasmans. proudly adorned by a diorama of naturescape that inspired its origins.
- Reveal elements: The launch featured several surprise and delight moments that were designed to build anticipation and excitement. Leveraging the sheer size of PW1, each reveal was seamlessly integrated with the overall sensory experience to guide guests on a journey. Following the exhilarating kabuki reveal, guests were mesmerised by a signature dry ice moment that unveiled an enchanting forest inspired masterpiece. The night was made even more special by the attendance of Kia’s Brand Ambassadors, Australian sporting legends like AFL’s Buddy Franklin, NRL’s Darren Lockyer, cricket great Steve Waugh, and former NBA star Luc Longley. A featured solo performance by Diesel kept the guests speechless and in suspense with what other delights would possibly be next.
- A feast for the senses: The dining area was an extension of the ancient forest, from the floor to table top, it was a sensory experience with timber, greenery and designed touches. Freestanding menus were incorporated within the tablescape, telling the local culinary story.The evening was a journey through flavours, showcasing some of the finest local ingredients to complement the Tasman Town theme. From the curated Kia arrival whiskey cocktail featuring local distiller Willy Smith’s Pommeau, to the stunningly lit ice sculpture displaying freshly shucked oysters from the east coast of Tasmania, to the live food stations showcasing locally sourced farm-to-plate produce
- Not just a launch event: Held alongside the official launch event were “sneak peek” previews for local dealers, as well as a number of filming requirements with the vehicles both prior to the main launch and day after. Each auxiliary event had its own and intrinsic requirements that had to be taken into consideration throughout our design and development phase with Kia Australia, adding layers of complexity to the project with timeline and competing pressures from venue availability to supplier production.
The Impact:
As a true testament to the powerful and lasting impression we left on those who attended, the Tasman Launch Event was awarded Event of the Year at the 2025 Newspress Australia Awards following a secret ballot vote by industry media professionals.
Seamlessly blending Tasmania’s raw beauty with Kia’s forward-thinking design ethos, the event delivered a compelling brand narrative that deeply resonated with guests. It was a standout moment that showcased Veritas Events’ creative vision and strategic execution – an experience that captured the essence of Kia’s bold new chapter.
We design moments:
At Veritas Events, we pride ourselves on our ability to craft bespoke, creative experiences that elevate brands and connect with audiences on a deeper level. Our passion for storytelling, paired with our meticulous attention to detail, allows us to design events that aren’t just memorable—they’re transformative.
Focusing on our audience-first approach, the launch of the Kia Tasman was an incredible journey that brought together the perfect blend of design, location, and sensory experience.
This launch is just one example of how we take our clients’ visions and turn them into reality, with creativity, professionalism, and a touch of fun.