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Toyota Europe got Truenorth to plan and execute a launch for a new Land Cruiser and Hilux set to take place in Iceland. They invited five groups of lifestyle media to attend the event with each group staying 3 days in Iceland. Truenorth selected stunning and rarely traveled paths way off the beaten track for the ultimate driving experience. Truenorth handled all hospitality, food and beverage as well as creating tailor made side programs for all 22 countries that attended.