Auto Shows, Such as NAIAS 2002, Underscore Automotive Industry's Increased Reliance on Event Marketing

DETROIT, Jan. 7 -- Despite cutbacks in most areas of marketing communications, more than 45% of automotive companies say that the role of event marketing in their business is increasing, according to a recent research study entitled "Trends in Event Marketing 2001-2002**." "Events, including auto shows, are the most powerful way for companies to connect with customers," said Robert G. Vallee, Jr., CEO of The George P. Johnson Company, the world's largest independent event marketing agency, and designer and manufacturer of a majority of event experiences at this year's NAIAS 2002. "Auto shows put people in touch with the product; no other marketing medium can do this." According to the research, which assessed 120 management and executive level marketing and brand personnel in companies with annual sales exceeding $500 million, automotive companies currently devote 22% of their marketing budgets to event marketing. The findings indicate that automotive companies expect both the investments and the importance of event marketing to increase over the next few years. The return on investment driven by event marketing is greater than any other element in the marketing mix. Events were also designated as a highly powerful medium to build brand awareness and customer preference. "Auto shows allow for customers to experience products and brands the way the carmakers want," added Vallee. The North American International Auto Show (NAIAS) is traditionally a venue for spellbinding exhibits, engaging technologies and cutting edge design. Upon the kickoff of the event on Sunday, January 6, over 6,000 worldwide media, along with over 1,000 representatives from automotive companies, suppliers and local dealers, were privy to an even higher level of event experiences. "This year, we are seeing a significantly increased number of multimedia elements, with video nearly wall-to-wall on the show floor, and LED screens prominently featured at most of the brand spaces," said Vallee. "These elements, a part of experience design, help bring each brand to life." One of the most dynamic new experiences to debut at NAIAS 2002 is Toyota's "Mediascape," a larger-than-life media presentation incorporating motion graphics, dynamic video, custom sound design and a choreographed musical score. Bringing Toyota's "Get the Feeling" advertising campaign to life, the experience creates an emotional link through the integration of technology, media and message content. Nissan and Infiniti have also unveiled two new, dramatic experiences, featuring "branded architecture" that provide a physical embodiment of each brand's positioning and future products. Nissan's space reflects its new brand identity and design philosophy and offers a distinctive nod toward the futuristic styling echoed in all of Nissan's 2002 vehicles and future products. Infiniti's space brings to life its brand promise, "Accelerating the Future," and exemplifies the attributes of its brand - innovative products, leading edge technology and performance.

Every year since 1912, one global event marketing agency, The George P. Johnson Company, designs and builds event experiences for many of the most prominent automakers featured at the NAIAS, including DaimlerChrysler, General Motors, Nissan, Infiniti, Honda, Toyota and Lexus.

About George P. Johnson (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; creative brand experiences, events and exhibits. GPJ has full-scale production facilities in Auburn Hills, Michigan, Torrance, Calif., and Stuttgart, Germany, as well as marketing offices in Boston, and San Jose, and international operations in Brussels, London, Milan, Paris, Tokyo, Beijing, Singapore, Sydney, and India.