The rugged hills of the Canadian Badlands, the sun-scorched barren rock and the slicker-than-grease when wet bentonite is just what the doctor ordered to put a truck through its paces.
Ford has arranged for the trucks and a gaggle of interested journalists to let us know how the trucks do. They’ll also be telling the world a little more about the Drumheller Valley.
Next week, Ford, along with a contingent of writers, broadcasters and bloggers, will be descending on the valley. Their goal is to see how the new F150 pick-up truck can take on what the Badlands dishes out and to tell the story of the area.
Christine Hollander, communications manager at Ford Canada is familiar with the valley after a cross-country trip nearly 15 years ago, and hasn’t forgotten it.
“It’s something you don’t expect to see in Canada, and I always told myself ‘this would be a great place for a truck program,’” said Hollander.
In all, there will be 40 media personnel, including representatives from well-known outlets, including Driving Television, Motoring and MotorTrend magazine. She adds that while many on the junket are automotive journalists, there will be others who may write beyond just the truck.
Two separate groups will be arriving on May 13 and then on May 15.
They will be landing in Calgary and jumping aboard a new F150, and heading straight out to the Last Chance Saloon for dinner.
The next day the journalists will get a product presentation from the chief engineer of the truck Jackie DiMarco, and then will be at Dinosaur Downs to put the truck through all its paces; everything from payload, towing, off-roading, and a fuel economy challenge. They will also get to see a little of the area.
“Being in Drumheller ,obviously you can’t miss doing a tour of the Royal Tyrrell Museum, so part of the program is touring behind the scenes,” said Hollander.
Last year Ford sold 106,000 trucks in Canada.
