For more information or to arrange interviews regarding the following
story ideas, please contact Jason Brown, Airfoil Public Relations, at +1-313-
887-7216 or brown@airfoilpr.com
THE INSIDE TRACK ON 2004 NAIAS EXHIBITS
Spokesperson: Robert Albitz, IDSA, senior vice president for worldwide
creative
Using new technologies, materials and exhibitry, global automotive
manufacturers seek to immerse consumers in a brand experience. Driving these
event experiences is 90-year-old event marketing agency, The George P. Johnson
Company (GPJ).
GPJ's Robert Albitz is a resource that can explain what automakers intend
for this year's NAIAS, as well as what attendees will experience as they
journey throughout the 700,000 square feet of exhibit space at Detroit's Cobo
Center.
In addition to the trends and themes at this year's show, Albitz can
discuss the new and enhanced exhibits from OEMs at the 2004 NAIAS.
NEW TECHNOLOGIES ENHANCE BRAND EXPERIENCES
Spokesperson: Robert Albitz, IDSA, senior vice president for worldwide
creative
Technology features of note at this year's show include:
* Debut of a state-of-the-art 3-D plasma display for Cadillac
* Jeep waterfall with computer-controlled messaging (nearly 7,000
nozzles)
* Larger LED displays and non-traditional applications used to bring
products to life
* Interactive kiosks that allow consumers to download the latest in
product information
Other technology trends in which Albitz can comment include:
* Convergence of technologies: The most successful exhibits will be those
that use interactive communication tools to provide attendees with engaging
educational experiences, according to Albitz
* Digital media as an art form: Automakers are experimenting with new
digital media, pushing the edge of content and technology, and bringing
exhibits to life by amplifying messages beyond what the cars themselves can
accomplish.
AUTO SHOWS OF INCREASING IMPORTANCE
IN AUTOMOTIVE MARKETING MIX
Spokesperson: Robert G. Vallee Jr., chief executive officer
OEMs truly understand that auto shows have the power to accelerate the
purchase process without the pressure of the dealer experience by engaging
consumers in new ways with effective face-to-face communication and unique
brand experiences.
According to the research from GPJ and MPI (Meeting Planners International
Foundation), automakers believe auto shows provide an excellent return on
investment, roughly equal to advertising in the marketing mix. Event
marketing has arrived as a mainstream, above-the-line marketing discipline.
The report also notes promotional events continue to be one of automakers' key
investments in 2004 and beyond.
Automakers rely on this type of research to better understand the value of
event marketing, determine where their budgets are best spent and how events
are used to further relationships with current and future customers.
About The George P. Johnson Company (http://www.gpjco.com )
Established in 1914, GPJ is a leading provider of global event marketing
solutions, helping clients forge better customer relationships through
strategic marketing integration, and creative brand experiences, events and
exhibits. GPJ has full-scale production facilities in Auburn Hills, Mich.;
Torrance, Calif.; Stuttgart, Germany and Sydney, Australia as well as
creative, sales and marketing offices in Boston, San Jose, San Francisco and
international operations in London, Tokyo, Beijing, Singapore, and Bangalore,
India.
CONTACT: Jason Brown of Airfoil Public Relations,
+1-313-887-7216, or brown@airfoilpr.com , for The George P. Johnson Company.
SOURCE The George P. Johnson Company
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