Opportunity, Partnerships Underlie WAS Media Day

Opportunity, Partnerships Underlie

WAS Media Day

Planning for The 2008 Washington Auto Show (WAS) continued last week with a Media Day presentation at the Renaissance Hotel in which WANADA rolled out its expanded plans and many new opportunities for its advertising media partners.

Auto Show Promotions Manager Barbara Pomerance reviewed the success of last yearês WAS in the context of the Congressional Auto Show, which included 30 concept and new production vehicles on display; a keynote presentation that featured Dieter Zetsche, chairman of the board of management, DaimlerChrysler AG; and important announcements by the EPA, DOE, NADA, Toyota, VW, Ford and GM; a German government symposium on alternative fuels; and more promotions and car giveaways than ever before.

All of this, Pomerance reminded media reps, resulted in paid and earned media and promotional value equaling $20 million.

“Obviously, we canêt get that kind of media value without the support of everybody in this room,” said Pomerance, as she recognized representatives from the DC Lottery and their vehicle giveaway with Chevrolet and WJLA-TV. “We encourage you to create promotions that bring more value to the show and yourselves.”

The focus of the 2008 WAS will again be on –things green,” such as alternative fuels. Advanced technology and safety will also figure prominently in the WAS, and there will be a wide array of family oriented events, displays, and celebrities, with more emphasis on pop culture. –We welcome new ideas and we emphasize the opportunities available to you for outside-the-box special events that we can help you make happen,” said Pomerance.

As part of the vast strategic marketing and promotional support for the 2008 WAS, The Washington Post and The Washington Times will again have feature special sections. Exhibitors and media partners also were encouraged to utilize and link with the WAS website, www.washingtonautoshow.com, which receives millions of hits before, during and after the show.

Deborah Cover-Lewis of Media Vision, who will again manage the showês media buy, urged media reps to –consider dealer groups and become aware of what is being done to support them.” You should –tie-in promotions that resonate with your audience and work for you and the auto show to maximize your WAS connection.” She suggested more third party tie-ins, celebrities and sports stars, along with greater use of –new media” to motivate your audiences to come to the world class auto show. –Give something back to the new auto dealers because they do a lot for you,” said Cover-Lewis, who asked for media promotional ideas by the end of August.

The 2008 WAS will be held Jan. 23 – 27, 2008 at the Washington Convention Center. Media Preview Day will be on Jan. 22, followed by the annual Congressional VIP and Charity Preview, which will benefit numerous Washington-based charities and draw many Washingtonian notables. For more information on The 2008 Washington Auto Show, contact Barbara Pomerance at (800) 697-7574.