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  AutoXray: Event Planning LAUNCH, AutoXray's PR firm, the company's marketing team and GD Mac were putting plans in place to introduce a new product at the automotive industry's largest trade show each year. AAPEX (The Automotive Aftermarket Products Expo) was held in Las Vegas and attracted many of the industry's key influencers. Our challenge was to create an enticing event in which to introduce a key new product and secure the events' most coveted prize, "Motor Magazine's Top 20 Award." Of course, most of the high profile automotive industry venues, like the NASCAR track were booked - leading the combined team to think of different offerings outside the usual automotive themed events featuring the typical wine and dine events. We were determined to create a more engaging experience for the editors, something that would provide an "experience" and stay with them, all the while keeping AutoXray top-of-mind. After exhausting a great number of viable ideas, our combined team came up with a winner. We all knew that whatever event we chose, we needed to engage our key media influencers and provide them with a memorable experience. Providing an Award Wnning Experience The event was timed to the centennial celebration of flight as it was the 100th anniversary of the Wright brother's first flight. So we decided to offer our key audience attending AAPEX an experience they would never forget, a flight in a vintage DC-3 aircraft (originally commissioned in 1942) that flew in WWII and had been flying ever since. This would be a once in a lifetime experience they would not forget. We would theme it around the WWII vintage DC-3 airplane “The Rose.” Before suggesting that AutoXray made the financial investment in this event, LAUNCH sent out a “Hold the Date” announcement to key writers. The follow-up activity enabled LAUNCH and the core GD Mac/AutoXray marketing teams to gauge interest in the Vintage D-C flight. The responses the team received proved to be one of complete excitement and enabled the joint team to move forward on the project. The event theme and particulars were handled by AutoXray's Marketing Coordinator Alice Collins and LAUNCH. Initial effort included:
Our efforts resulted in 100% attendance from the entire list of the 18 elite VIPs.. Day of Event: Our media VIPs were picked up at the Venetian hotel in a stretch limo and whisked off to the Signature Air Service Boardroom at Las Vegas' McCarran Airport. They were greeted with martinis then briefed on the flight and were told the CEO was not able to join them but sent his regards and wished them a good flight. During the briefing flight attendants dressed in vintage costumes served and refreshments as they prepared to enjoy their 1.5 hour sunset tour of the Hoover Dam and night flight over Las Vegas in the vintage DC-3. Meanwhile, during the first part of the flight, AutoXray's CEO was stashed in the cockpit and would appear after the flight was underway. This provided a captive audience and excitement, when the CEO finally appeared, he delivered his 15-minute pitch on the Company's' new products. The rest of the 1.5 hour tour was pure enjoyment and wonder. If any of the participants were pilots they were invited into the cockpit for some "right seat" time that they could log as Pilot in command of this marvelous vintage aircraft. The press was invited to see a "hands on" demonstration of the products in the McCarran Airport Boardroom following the flight. As a lasting memento, each participant was presented with a military flight jacket adorned with a custom mission patch which included the AutoXray logo and the event name "Ticket to Ride" along with personalized name plates and U.S. flags. These jackets were worn throughout the convention by our elite VIP attendees and became conversation pieces during the entire event. A crowning achievement came when AutoXray's most sought after publisher referenced his personal experience in his opening speach for the Motor Magazines Top 20 award ceremony. AutoXray receive the Motor Top 20 Award for the first time, an achievement that had been sought after for 5 years. The event was a huge success, considering the budget was less than $10,000 - to date - the ROI is still being counted. This seamlessly coordinated event brought a Copper Quill Award for the joint AutoXray, GD Mac and LAUNCH teams. Well done! |
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