This week, I'd like to introduce readers to Road Trek, a Toyota event that began as a routine annual ride-and-drive in 2005. Today, it has become a classic. For corporate communications and marketing professionals, event organizers, and companies hoping to create one signature event that people eagerly anticipate every year, Road Trek offers valuable lessons.

Getting 32 media practitioners to the airport by 4:30 a.m. for a 6:30 a.m. flight—with no one arriving late even for the 5 a.m. breakfast—is a feat of meticulous planning. It means getting people on the road by 3 a.m. after little or no sleep. Yet there was none of the grouchiness that usually comes with such an early wake-up call. There were only sleepy smiles and quiet excitement.

The reason was simple. We were not just covering another story. We were responding to an invitation to join Road Trek 19, Toyota Motor Philippines' annual media event.

Road Trek is far more than a ride-and-drive that ends at a luxurious destination. It is a three-day experience that brings together a select group of media practitioners personally invited by Toyota. Being included is, in itself, an honor. Only a handful make the list. In a way, it is Toyota's way of saying, "We know who you are, and we value your work." That recognition alone is enough to make the loss of sleep worthwhile.

Over 19 editions, every Road Trek has offered a different blend of adventure, creativity, and camaraderie.

The first Road Trek remains unforgettable.

Toyota transformed the launch of the Toyota Innova into a grand adventure. We flew to Iloilo, then traveled from one destination to another, completing challenges inspired by local culture. We caught live bangus and dropped them into pails in Roxas City, raced to finish slices of watermelon in Capiz, and even created an Ati-Atihan dancer out of a teammate using only a few materials—including a stick of charcoal—in Kalibo.

Our reward was two relaxing days in Boracay.

Road Trek 2 was equally memorable.

Waiting for us at the Davao airport were 12 Toyota Innovas, each carrying a white-water rafting boat on its roof. It was probably the most dramatic airport pick-up I have ever experienced. One look at those vehicles and you immediately knew an adventure awaited. Along the drive, Toyota dealerships hosted more challenges, keeping the excitement high from one stop to the next.

What impressed me most was that every succeeding Road Trek somehow managed to outdo the previous one. That is no easy feat when each edition already seems impossible to surpass. Yet Toyota's event team consistently found fresh ideas, new surprises, and memorable destinations that kept participants looking forward to the next invitation.

Adventure was always balanced by elegance.

One year, Road Trek brought us to Lagen Island in El Nido. After dark, we crossed by motorized banca to another island for dinner. As our boat approached the shore, thousands of tiny lights outlined the dining area. Emerging from the darkness of the sea, they looked like a colony of fireflies floating in the distance. It remains one of the most magical scenes I have experienced.

After years of joining this remarkable event, I have come to understand why Road Trek has become a classic.

It begins with meticulous planning. Every detail is carefully thought out—from airline bookings and hotel assignments to shirt sizes, airport shuttle schedules, team assignments, and the lineup of vehicles. Nothing is left to chance.

Then come the adventure challenges, masterfully designed to bring out everyone's competitive spirit. The prizes are generous enough to make everyone determined to win—and competitive enough to make good friends temporarily forget they are friends.

Road Trek is also where friendships have deepened and careers have unfolded before our eyes.

Many years ago, I shared dining tables with Jose Maria "Jing" Atienza, Sherwin Chua-Lim, Elijah Sue Marcial, and Jade Sison Mendoza while our bosses occupied the next table. Today, Jing is executive vice president and Toyota Motor Philippines Chief Industry Officer, while serving as president of CAMPI. Sherwin is now senior vice president and head of the Marketing Division. Elijah, a rookie during the first Road Trek, has risen to first vice president for Marketing, while Jade is now assistant vice president for the Marketing Services Department.

The ride-and-drive itself remains central to the event, giving motoring journalists and content creators the opportunity to experience Toyota's latest models under real driving conditions. This year's convoy showcased the breadth of Toyota's lineup — the Hilux, Land Cruiser FJ, RAV4, Alphard, Lexus GX, NXh, and LM—demonstrating why the company continues to lead the Philippine automotive market.

Behind the smooth execution of Road Trek 19 were Aries Alconaba, Mixie Flavier, Allana Faith Rufo, and Road Trek rookie Benjo Villavieja. They exemplified the Toyota values of efficiency, professionalism, and genuine concern for their guests.

Looking back, I feel fortunate to have been included on that invitation list year after year and to have witnessed Road Trek evolve from a successful media activity into a tradition that many of us now look forward to. In communications and event management, that is perhaps the highest compliment an event can receive: it is no longer just organized—it has become a classic.

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