News Toby Price

Toby Price: Ridin’ Shotgun

Toby Price: Ridin’ Shotgun

‘Ridin' Shotgun’ follows Toby Price and his team on their way to claiming his historic seventh Finke crown, and becoming the first person to win in both car & bike categories.

The Documentary is an insight into some of the hard work, personal sacrifice and investment from the collective efforts of our wider Toby Price Motorsport team that assembles each year for the trip to Alice! 
We’re beyond proud of the whole team and are honoured to continue to support Toby’s Finke Campaigns through Content, Partnerships, Logistics and Management.
Watch the team’s journey to Finke & back now on Red Bull TV.

Thoughts and insights from the team at Owlpine Group.


Work Toby Price

Send it with Toby Price

Working with Red Bull to establish the Ultimate Off-Road Adventure Haul with Australias #1 Speciality Retail Group.

Red Bull approached Owlpine Group to onboard key partners to establish a $200,000 prize pool, create and action a campaign content plan, develop key POS for 430 Super Retail Group outlets and provide the lucky prize winners a once in a lifetime experience in the Red Centre of Australia with Toby Price.

When Red Bull approached Owlpine Group with the “Send It with Toby Price” retail concept we were extremely eager to collaborate.

Developed a retailer exclusive prize and experience for Super Retail Group stores, Supercheap Auto and BCF.

Owlpine Group

Curated the Ultimate Off-Road Adventure Haul worth over $200,000 by engaging our key partners.

Created customer connections via in-store experiences for their club members and differentiate themselves vs their competitors.


Onboarding the right partners was vital to the success for the Send it with Toby Price Campaign.

To create the Ultimate Off-Road Adventure package we approached Toby’s partners to create exactly that. Owlpine Group curated and created a series of key asset pieces with would drive:


Mutual Value


The content plan was established to work hand-in-hand with the campaign timeline supporting the overall prize pool build, in-store activations and prize delivery & experience in Alice Springs.

All content created was provided to each partner for them to utilise across their own platforms to promote their involvement with the campaign. The overall suite of assets was created to achieve specific objectives identified in the pre-planning phase.

Interested in discovering our capabilities? Check out our latest work.


News Toby Price

Toby Price Autobiography coming in 2022!

Toby Price Autobiography is coming in 2022!

Owlpine Group and Penguin Random House have teamed up with Toby Price to publish “Endurance” an autobiography featuring the highs and lows of Toby’s life on and off that track and will be available to purchase in all good book stores, online retailers, and on Toby’s very own online store

Thoughts and insights from the team at Owlpine Group.

Uncategorised News Toby Price

Toby Price Wins the Finke Desert Race 🏆

Toby Price Wins the Finke Desert Race 🏆

Toby Price has won the 2021 Finke Desert Race alongside navigators Mark Dutton and Joe Weining in the car category.

By doing so, Price wrote himself into the history books, by becoming the first person to win both the bike and car category.

The Finke Desert Race is split across two legs, where competitors travel 226kms from Alice Springs to the remote community of Finke on the first leg, and back to Alice Springs on the return leg. 

Price and his team were highly favoured coming into event, after unveiling the first ever built Mitsubishi Triton Trophy Truck at the end of May. 

Price alongside navigator Dutton proved the hype was real, by winning the prologue the day prior to the race, which would progress the pair to pole position for the start of the opening leg. 

Price and Dutton made the most of a clear track ahead of them, powering to Finke in a record breaking time of 01:39:15.6. 

After three failure attempts to finish the car category in previous years, Price was determined to complete the race for the first time. 

Ahead of the second leg, Dutton was substituted for Weining as navigator in the #487 Trophy Truck. It provided no difference, as Price went onto claim the chequered flag and win the Finke Desert Race. 

It was Price’s seventh victory of the event, after taking out the bike category a previous six times. 

Thoughts and insights from the team at Owlpine Group.

Toby Price News

KTM and Toby Price Sign Two-Year Contract Extension

KTM and Toby Price Sign Two-Year Contract Extension

KTM Factory Racing are pleased to announce that Toby Price has signed a two-year contract extension, that will see the popular Australian remain with the Red Bull KTM Factory Racing team through to the end of the 2023 season.

Price will continue to focus on the FIM Cross-Country Rallies World Championship, and of course the Dakar Rally, as he starts his seventh season with the Red Bull KTM Factory Racing team.

A two-time winner of the Dakar Rally, Toby Price began his racing career in motocross before making the move to enduro. Enjoying huge success at home in Australia, Price holds five Australian Off-Road Championship titles, as well as several wins at the notorious Finke and Hattah desert races. He represented his country at the ISDE in 2014, placing second in the overall, individual rider standings. The talented racer then contested his first Dakar in 2015, where he placed an impressive third on the podium. Since then he has ridden the Dakar every year, finishing no lower than third every time he has finished the arduous event.

Contesting his seventh consecutive Dakar in 2021, Price was the leading KTM rider at the close of stage eight. A crash 155km into stage nine unfortunately resulted in a shoulder injury that forced him to withdraw from the event. Following a period of rehab and recovery, where the 33-year-old underwent three separate surgeries, the twice Dakar winner is now close to being ready to start his preparations for racing again.

Aiming for a return to competition this summer in the 2021 FIM Cross-Country Rallies World Championship, Price is looking forward to joining his teammates Sam Sunderland, Matthias Walkner, and newly signed Kevin Benavides aboard his KTM 450 RALLY.

Thoughts and insights from the team at Owlpine Group.

Uncategorised News Toby Price

Toby Price Unveils World-First Mitsubishi Triton Inspired Trophy Truck

Toby Price Unveils World-First Mitsubishi Triton Inspired Trophy Truck

Toby Price, 2-time Dakar Rally Champion & 6-time Finke Desert Race Winner, has tonight unveiled his brand-new Mitsubishi Triton Trophy Truck in Burleigh Heads, Queensland.

The brand new TSCO built Trophy Truck touched down in Sydney last week after an extensive design and build process, timed perfectly for Price to debut the Dougans 6 Litre V8 powered machine in the 2021 Finke Desert Race in central Australia.

The body of the Trophy Truck has been uniquely modeled after the Mitsubishi Triton GSR and the Triton Concept Truck, a world first in its own. 

 Price’s concept for the Triton body first came to life at the beginning of 2020 and since then, he has worked closely with Mitsubishi Motors Australia and the Mitsubishi Motors Corporation Triton Design team, as well as Fiberwerx in the USA to bring his vision to life.  

The Trophy Truck, designed by John Vance at TSCO, has a Dougans 6.0 litre naturally aspirated V8, 6 speed sequential Albins gearbox, Paddle Shift, MoTeC System, state-of-the-art FOX shocks and rides on METHOD bead lock rims and BF Goodrich Tyres.

Price also announced that in partnership with Triple Eight Race Engineering, Mark “Dutto” Dutton, Team Manager from Supercars Team Red Bull Ampol Racing, would be his head navigator for the 2021 Finke Desert Race. 

The Finke Desert Race will run from June 11-14 in Alice Springs, Australia.

Thoughts and insights from the team at Owlpine Group.

News Toby Price Uncategorised

Toby Awarded Medal of the Order of Australia! 🏅

Toby Price has received a Medal of the Order of Australia honour today at Government House in Brisbane!

Toby was awarded the medal in an intimate ceremony by Queensland Governor, His Excellency the Honourable Paul de Jersey AC.

Toby received his OAM in the General Division for Services to Motorsport both on home soil in Australia & Internationally. 

Toby was recognised for his two Dakar Rally Wins, five Australian Off-Road Championships, five Hattah Desert Rallies, six Finke Desert Rallies and two Australian 4-Day Enduro Wins.

Thoughts and insights from the team at Owlpine Group.

Toby Price Work

Can-Am’s Just Down The Road

Toby Price

Earlier in 2020 we embarked on a week-long project with our mates at BRP for Can-Am Off-Road Australia with Ambassador Toby Price to showcase what’s on offer for recreational riders in their own backyard!

More than just an Aussie saying, “Just Down the Road” is a display of what our great country has to offer, right on our doorstep.

In Australia it doesn’t end at a fence line, we’re blessed with a backyard spanning more than seven million square kilometres, comprising every single conceivable landscape.

Can-Am Off-Road wanted to show Australian’s that you can go just down the road to reach your local Recreational Park and that a fun-filled weekend on four-wheels really isn’t that far away… and we did just that.

The silver lining to this project is that Australian’s were crying out for our support as they recover from not only the effects of the pandemic, but droughts, fires, floods and everything in between.

The full Campaign was premiered on selected channels for 24-hours time and then rolled out over the following weeks, with an 8-minute episode dropping each Monday night on the Can-Am Off-Road Facebook Page & Global YouTube Channel. 

As well as shooting and editing the full Campaign & Photography, created the branding for the campaign, recruited the Talent, compiled low-fi digital social assets and even transported the Can-Am Maverick X3 from Gold Coast to Sydney and back!

Owlpine Group also manage BRP Australia’s Social Media Channels and we made sure that the Campaign wasn’t one to be scrolled past. 

Owlpine Group combine the end-to-end capabilities of a large scale agency with the attitude and approach of a nimble independent.

Thank you BRP for trusting our team to bring this campaign this to life!

Toby Price Work

Toby Price Finke Desert Double

Toby Price

Toby Price had unfinished business with the Finke Desert Race and was desperate to return to the Red Centre to conquer the Finke Desert Double in 2018.

Every year in the Red Centre of Australia, Toby Price joins hundreds of fellow competitors for the most brutal off-road race in the country, the Finke Desert Race. But this year Toby set out to achieve what no one ever has accomplished, to win the Finke Desert Race on both two and four wheels in the same race.

Owlpine Group worked alongside Toby every step of the way to bring this incredible project to life.

Owlpine Group connected, recruited and aligned sponsors, organised all logistics, completed the production and sale of Toby’s Merchandise, produced the videography, imagery, press releases and captured dedicated content for Toby’s valued sponsors.

Red Bull, KTM Racing, Mitsubishi Motors Australia, Fulcrum Suspensions, BF Goodrich, Can-Am, Macnaught, Patriot Campers, DGI Trading, Comiskey Mining Services, KMC Wheels, Gearwrench, CRG Designs, Milwaukee Tools, KRE Race Engines, Geiser Brothers and Desert Palms Alice Springs were all presented with the opportunity to work with Owlpine Group and join Toby’s crusade.

Owlpine Group sourced the necessary local and international talent required to attempt the Finke Desert Double, including our in-house team of creatives that delivered all content requirements from Toby’s partnerships.

Owlpine Group ensured that Toby’s Geiser Brothers Trophy Truck was prepared and wrapped by the best, CRG Designs, at Tekno Performance prior to our Hino Australia 500 Series Wide Cab and Patriot Camper leaving the Gold Coast for the journey to Alice Springs.

We organised all logistics around getting our talented Toby Price Motorsport Team from places such as Los Angeles, Gold Coast, Mackay, Brisbane and Singleton, into Alice Springs. Owlpine Group managed all flights, Mitsubishi Motors support vehicles, transfers and local accommodation for the whole crew.

A big part of Toby’s Desert Double was his Merchandise, in which he shared with Finke fans and locals during the Thursday Night Street Party prior to the event. We developed exclusive designs for the event as well as re-prints of some of Toby’s classics; moving over 3,000 tees, hoodies, hats and accessories.

Owlpine Group’s videographers and photographers were engaged to create tailored content for Toby’s valued partners whilst keeping them updated with our real-time Press Releases.

We also produced a documentary of Toby’s second attempt at the Finke Desert Double, in which enabled cherished partners to distribute and share through Toby’s Youtube Channel.

Owlpine Group content creator Brett Hemmings won the CAMS Motor Photograph of the Year! The shot of Toby Price driving through the Red Centre of Australia at the Finke Desert Race was revealed as the category winner at the 2018 Awards Night.

In what was dubbed the Iron Man Class, Toby would begin Day 1 in his Trophy Truck racing 250kms from Alice Springs to the small town of Aputula (Finke). We utilised a helicopter to follow Toby down the Finke Track to pick him up in case the truck broke down, so he could get back to the start in time for the bike leg. We also had a chartered plane waiting at the end of the track to bring Toby back to the start line to then take on the Bike leg on the same track all over again.

Toby ended up claiming his 6th Finke Desert Race Win on the bike, breaking the all-time record for the number of wins by a single rider! Unfortunately while running 2nd in his Trophy Truck a broken Power Steering Pump stopped Toby before the finish line.

The Documentary made it to the Virgin Australia In Flight Entertainment system! We are excited to see it reach such an established platform and can’t wait to see how many people have watched it above 30,000 feet.

This was one hell of a ride, thank you for trusting us with this huge task Toby Price.

Owlpine Group combine the end-to-end capabilities of a large scale agency with the attitude and approach of a nimble independent.