The all-new Hyundai Santa Fe launches to Asian-American "Urban Adventurers" — confident, city-based 30–45s who value exciting, premium experiences and keep traveling despite economic worries. With its roomy three-row interior, adventure-ready design, and Wide-Open Tailgate, it proves excitement doesn't require distance: the campaign “There was SANTA FE" turns any place into your basecamp, delivering Hyundai's promise of a richer journey for all. The 360 integrated SANTA FE campaign drove 1.1M VLP visits (+41%) and 10K high-value actions (+36%), while exceeding lead generation targets by 114% through hands-on vehicle display experiences.