Retro press trip with journalists to Salesforce customers



Retro press trip with journalists to Salesforce customers 

Chocolates, chips and beer. Three products we Belgians are proud of. They are the focus of a press trip we organised for Salesforce. And it was quite literally great fun: in a legendary Volkswagen T1 van, with four journalists and Salesforce's Deputy Country Leader on board, we drove along Flemish roads to three of the company's customers: Neuhaus, Agristo and Haacht Brewery. A concept we worked out from A to Z. 

The Salesforce Customer Journey Van

A reference case on wheels 


Salesforce is a provider of customer management software. That’s why all Salesforce success stories start with the success of a customer or partner. And they are indeed keen to tell those stories. 

When Salesforce asked us to come up with some out-of-the-box PR ideas, we had an internal brainstorm across different teams, each of which considered the request from their own perspective. And the result was: the Salesforce Customer Journey. 

To highlight the Salesforce success stories, we suggested we take some journalists on a press trip through their own country to visit some of the companies which are successful thanks to the Salesforce technology. An original way to get the attention of the media.  You could definitely call it our first reference case on wheels ... Salesforce was immediately won over by the idea. 

The Salesforce Customer Journey Agenda
Roadmap Journey

All aboard the Salesforce bus 

The first task? Finding customers who want to take part in the tour. It didn't take long before we found three retail companies. And coincidentally, they all make a product for which Belgium is famous around the globe: Neuhaus (inventor of the Belgian praline), Agristo (the world's largest exporter of frozen chips and other potato products), and Haacht Brewery (Belgian family brewery). 

Once we had worked out the concept with the participants, we contacted some of the mainstream business and technology media. They too were happy to claim their spot during the tour. 

All we needed now was an eye-catching means of transport. Salesforce came up with an old VW van - also known as the hippy van from the 1960s. The bus - in the blue and white Salesforce colours - was adorned with the Customer Journey logo. This way, we attracted the attention not only of journalists, but also of passers-by along the way. It was also a rewarding concept for the LinkedIn posts on the event that we created for Salesforce. 

Salesforce Team

Extensive articles in four media 

To highlight the Salesforce story even more, Gianni Cooreman - the Deputy Country Leader of Salesforce Belux - also took a seat on the bus. While they were on the road, he told journalists about the many innovations announced during the annual Salesforce event Dreamforce. Our own PR officer for Salesforce, Eef Leroy, also hopped on board the bus together with our content creator Günther Brants, who provided additional content that Salesforce could distribute through its own channels. 

The result? Extensive reports spread across four media that each achieved a significant reach: 




unique visitors per month



readers (print) and online


unique visitors per month



unique visitors per month



unique visitors per month

Good for a total reach of

383,000 unique visitors per month.  

Everyone happy 


Only positive reactions to our campaign Even far beyond our national borders. Our designers prepared a document for Salesforce to share with other countries in the network. This way, the Customer Journey is more likely to be followed up abroad. 

The concept also convinced several All Colors customers to think about a unique PR campaign. And Salesforce already gave us the go-ahead for a new out-of-the-box campaign. So, keep an eye on us in 2024 ... 

social Salesforce

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the success of a story depends on what you do with it

Reaching KPI's - that's what it's all about. We are one of the few agencies in the Benelux to combine the strengths of PR, (digital) marketing, content and design in-house. This gives us the opportunity to translate the most complex questions into successful result-driven campaigns.