``Break Glass in Case of Adventure'' -- Nissan Pushes Consumers to Think Inside the Box

CARSON, Calif.--Feb. 6, 2004--

The All-New Nissan Armada to be Showcased in a Glass Cube in Times Square, Kicking Off a Nine-Market Tour for Nissan's Full-Size SUV

With constant competition to capture the attention of consumers, companies have had to think outside the box for new and innovative ways to reach the public. By contrast, the latest campaign from Nissan North America, Inc. (NNA) will take a different approach, utilizing cutting-edge "in the box" thinking to continue launching its all-new Armada full-size SUV.

This Saturday, February 7, will mark the start of a unique marketing effort from Nissan, placing the Armada in prime locations throughout Manhattan. Starting in Times Square, New York residents will awake Saturday morning to find an enormous glass cube, 20 feet long, 8 feet wide and 8 feet 6 inches tall, enclosing a full-size Nissan Armada. The cube is printed with instructions for onlookers to "Break Glass in Case of Adventure" and special lighting will illuminate the vehicle through the evening.

To continue the tour of Manhattan, the cube will disappear from Times Square in the evening several days later, only to resurface on Wall Street and then onto Madison Square Garden. But the phenomenon won't stop in New York, with cubes mysteriously appearing over the next two months in Los Angeles, Miami, Atlanta, Dallas, Chicago, Washington D.C., Philadelphia and Houston.

The cubes will be interactive, offering an "adventure survival guide" to all who cross its path. These pamphlets, distributed on the side of the Armada cube, will offer tips on how to get through the every day struggles of living in the cultural hub of a big city.

"We realize that we must go beyond traditional advertising to reach out to the youth-driven, forward-thinking consumers that our products appeal to," said Jon Cropper, senior manager for youth and urban communications, NNA. "The Armada cube campaign will not only grab attention in busy metro areas, but it ties in strategically with the overall adventure positioning of Armada. It encourages people to give us a look and quickly get an understanding of Armada."

The Armada cubes are an extension of a print and TV campaign of the same theme. The TV ad will feature two men lost in the woods trying to find their way to a party. They stumble upon a glass-enclosed vehicle and are invited to "Break Glass in Case of Adventure" in order to escape the forest in the Armada SUV. Look for the TV commercial to begin airing next week.

All creative for this campaign was designed by Nissan's transcultural agency TRUE, located in Playa del Rey, California.

About 2004 Nissan Armada

The 2004 Nissan Armada brings new levels of power, roominess and innovation, to the full-size light duty SUV class. Designed to be a full-size SUV for full-size lives, the all-new Armada became available in October 2003 at Nissan dealers nationwide.

About Nissan North America, Inc.

In North America, Nissan's operations include automotive styling, engineering, consumer and corporate financing, sales and marketing, distribution and manufacturing. More information on Nissan North America and the complete line of Nissan and Infiniti vehicles can be found online at www.nissanusa.com or contact the corporate media line at 310-771-5631.