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.