Case Study: Strategic Alternatives for a Global Automotive Company

Situation

An automotive industry client wanted to generate publicity around the North American International Auto Show but lacked a significant product announcement or display presence at the show.

Approach

Herta Communications’ automotive team analyzed the client’s need and quickly suggested an alternative approach that avoided competing with high dollar vehicle reveals during the show.

The Herta team created an event more than a month in advance of the show when news cycles were “open.”

The client’s needs were exceeded through a strategically planned luncheon with top journalists hosted by the client’s CEO. The event created a news story by itself and provided a stage for the CEO to educate the media on specific industry trends and promote the client’s ability to deliver cutting edge consumer research.

Outcome

The “alternative strategy” delivered by Herta Communications allowed the client to gain the spotlight of automotive media without having a huge announcement and without competing with high dollar announcements being made directly at the auto show.

The luncheon resulted in broadcast and national print media coverage of the event and of the CEOs key messages. Additionally, the event built a positive relationship between the CEO and key media that unlocked future interviews – even within the intensely competitive auto show media days atmosphere.