The Los An­ge­les Au­to Show is the most wide­ly at­tend­ed con­sumer au­to show in the world, and for the last sev­en years it has re­lied on mem­bers of our team to help en­sure its suc­cess. The chal­lenge: to con­vince ma­jor au­to man­u­fac­tur­ers to de­but at the show, to iden­ti­fy themes and craft mes­sages that at­tract wide­spread me­dia at­ten­tion, and to drive and ex­ploit that at­ten­tion to max­i­mize con­sumer at­ten­dance.
In 2011 the fo­cus was on in­no­va­tive "green" ve­hi­cle de­buts, and ad­vanced tech­nolo­gies that en­hance safe­ty and ve­hi­cle in­fo­tain­ment. By the time the show opened, more than 70 new "green" ve­hi­cles were fea­tured, from electrics and hy­brids to hy­dro­gen fu­el cell and na­t­u­ral gas ve­hi­cles, show­cas­ing vir­tu­al­ly ev­ery ma­jor au­to­mak­er. And the new wave of fu­turis­tic tech­nolo­gies was very much on dis­play - ra­dar sen­sors that mon­i­tor driv­er alert­ness, ad­vanced Blue­tooth ap­pli­ca­tions, lane as­sist, au­to­mat­ic brak­ing, cloud com­put­ing and much more - from lead­ing man­u­fac­tur­ers such as Au­di, Cadil­lac, Ford, Hyun­dai, Mercedes-Benz, and Toy­o­ta among others. With more than 50 World and North Amer­i­can ve­hi­cle de­buts, and 1,000 of the lat­est ve­hi­cles rang­ing from sports cars and se­dans to crossovers and mini­vans, the LA Au­to Show was big­ger than ev­er.

With the key mes­sages and lo­gis­tics of host­ing more than 4,000 me­dia in place, max­i­miz­ing in­ter­na­tio­n­al me­dia vis­i­bil­i­ty be­came cru­cial. In the weeks lead­ing up the event, the team used head­line-mak­ing de­buts and green/tech­nol­o­gy news to ex­tend me­dia reach far be­yond tra­di­tio­n­al au­to press. On the first of two press days, we staffed more than 20 news crews on the show floor in­clud­ing ev­ery lo­cal sta­tion and CNN, CBS Na­tio­n­al, Bloom­berg, The Ear­ly Show, Fox Busi­ness, E! News, En­ter­tain­ment Tonight, Ex­tra, NPR and more.
On the floor, the team was ev­ery­where - help­ing pro­duce the news and shape the sto­ry, ma­n­ag­ing the me­dia cen­ter, pro­vid­ing in­ter­views, writ­ing break­ing news press re­leas­es, post­ing on the show web­site/Face­book/Twit­ter/Flickr pages, even han­dling crowd con­trol - do­ing ev­ery­thing ne­ces­sary to en­sure that the event was a suc­cess and that its key mes­sages were heard. Twit­ter im­pres­sions alone reached over 65,000,000 - a 30 per­cent in­crease in to­tal tweets from the pri­or year, and by the end of the week the 2011 LA Au­to Show had at­tract­ed a re­cord 1 mil­lion+ vis­i­tors.