Unlock a New Core Memory
Few names in the automotive world carry the weight of Cherokee. When Jeep prepared to reintroduce the model for 2026, the goal was clear: to create a cultural moment, not merely a press conference.
On August 21, 2025, Jeep invited media, influencers, and fans to a multi-day kickoff celebration that blends nostalgia with modernity. The centerpiece was Jeep 4×4 City Camp, an immersive journey designed to honor Cherokee’s 50-year legacy and return.
The Original Influencer, One Era at a Time
Every generation gets its moment. To reestablish Cherokee’s position as the original SUV influencer, Jeep wanted a reveal that could capture its spirit of freedom and adventure while speaking to a new generation of drivers who define adventure on their own terms. Partnering with George P. Johnson Experience Marketing (GPJ) and G7 Entertainment Marketing, Jeep transformed Brooklyn’s Domino Park into an open-air showcase of history, innovation, and pure energy.
Guests explored curated installations inspired by four decades of Jeep culture: A ’70s camping trip, a cozy ’80s garage, a ’90s teenager’s bedroom, and a 2000s road trip, each featuring authentic Cherokee vehicles and artifacts from their respective eras. Each space invited discovery and an emotional connection, reminding visitors why the Cherokee name has meant adventure for generations.
Where Heritage Meets Now
Jeep has always stood for rugged capability, so GPJ made that power tangible by building a Camp Jeep course on a floating barge off the East River. With the Manhattan skyline as the backdrop, Jeep engineers and GPJ’s technical team constructed a full-scale, off-road course that became both the launch stage and spectacle. As the sun set on reveal night, Jeep CEO Bob Broderdorf drove the new Cherokee onto the barge for its first public appearance. The presentation led seamlessly into a live concert featuring Royal Machines with Mark McGrath, DMC, and Sebastian Bach—followed by a surprise headline performance from LL COOL J, who introduced the brand’s new America’s Original Influencer campaign. The performance was broadcast live to Times Square, ensuring that everyone in New York could experience the moment in real time.
Crafted for Impact
GPJ led the creative and production vision from concept through execution with the help of production partners 4Wall, Mandrake, Gordinier Group and Union AdWorks. The teams delivered design, fabrication, engineering, lighting, AV, scripting, keynote and media coordination with precision and style. Every detail was engineered to create a seamless flow—from the decade-inspired installations to the timing of the riverfront reveal. Key production stats captured the scale of the effort:
- More than 2,800 labor hours
- 35 tons of display freight moved into the park
- Two barges, two tugboats, and a crane used to stage the East River reveal
- 60 live trees and 8,100 square feet of graphics incorporated into the build
The event reflected what happens when creative storytelling, technical mastery, and operational excellence work as one.
Results
The impact extended far beyond Brooklyn. The launch generated 996 media articles and more than 6.8 billion global impressions, including national coverage on CNBC, CBS, and major lifestyle outlets.
Social engagement surged with 222 million organic impressions and 93 percent positive sentiment, amplified by influencers and attendees who described the experience as “a masterclass in automotive branding.” The livestream drew 902,000 viewers, Jeep’s highest since 2022, and the Times Square broadcast added another 24.5 million out-of-home impressions.
Digital traffic spiked in the days following the reveal, with 835,000 website visits and a 30 percent increase in direct traffic. Importantly, the campaign drew a wider audience: more than half of media and influencer attendees represented growth and multicultural markets, and over 60 percent were female creators with strong community reach. Across channels, fans described the event as “electric,” “totally unexpected,” and “like stepping into a Jeep time machine.”
Jeep leaders called the event “the perfect place to launch Cherokee for a new generation”—a proud milestone, setting a new benchmark for experiential storytelling within Stellantis and demonstrating GPJ’s ability to shape future brand narratives.
