BROWNSTEIN GROUP REVS UP THE ANNUAL PHILADELPHIA AUTO SHOW

Over 300 media hits and 90 million impressions every year. Setting records since 2008.

The Philadelphia Auto Show is one of the region's premier events, drawing hundreds of thousands of guests every year. The festivities begin three days before doors open to the public with the Mayor's Drive-In, Media Preview Day and the Black Tie Tailgate Gala. The show is produced by the Auto Dealers Association of Greater Philadelphia, whose members count on it to drive auto sales over the course of the year. As a key component of an integrated campaign, the public relations efforts must raise awareness and drive ticket sales and attendance.

NEW CHALLENGES

The ADAGP engaged BG in 2008, at a time of significant challenges. The economy had taken a downswing, bringing car sales with it, and fuel prices and manufacturer inefficiencies dominated headlines. But through a variety of strategies, BG's media relations efforts helped the Show have a banner year. Attendance was up 10%, making 2008 the second highest attended in history. Over 4,000 Black Tie Tailgate tickets were sold, more than any other year. Media coverage included 12 Philadelphia Inquirer stories, 5 Philly.com videos, 130 broadcast hits, an Associated Press piece and much more. An Automotive News article said, "The Philadelphia Auto Show stole the thunder," away from the Chicago Show, in regards to the Dodge Challenger debut. In total we secured close to 400 media hits, more than 80 million print and online impressions and more than 15 million broadcast impressions reaching south to Baltimore, north to Trenton, northwest to Scranton and west to Harrisburg. And for our efforts we won the 2008 Philadelphia PRSA Pepperpot Award for Special Events (More than Seven Days).

5+ YEARS OF PARTNERSHIP

Since our inaugural year, the BG PR team has become a true part of the ADAGP family. We’ve navigated a challenging environment during the auto industry’s downturn, managing communications through everything from government takeovers, to brand and dealer consolidation, to mass product recalls, to record-breaking snowstorms – all the while keeping the region’s attention on the Show. Every year we hear “you’d have live under a rock to not know the Auto Show is in town!” Once the economy improved and consumers experienced pent-up demand, the region rediscovered its favorite event. In 2012, the Show experienced a re-birth as it moved into the newly expanded space and incorporated exciting new attractions. The new space, consumer optimism, impressive manufacturer displays and a rising economy, coupled with aggressive media relations and a fresh advertising campaign, made for the “perfect storm” to beat our 2008 attendance record, with over 250,000 people coming to the Show. 2012 brought yet another record, with single-day attendance hitting 57,331 – the highest in the Show’s 110-year history.

“We set the bar at ‘above and beyond’ and Brownstein Group always comes to the table with that mindset. I don’t know where my team ends and Brownstein begins.”
Kevin Mazzucola, ADAGP Executive Director

As our relationship with the ADAGP continues they turn to us for support on other initiatives, and in 2010 we began media relations support for the Auto Dealer’s CARing for Kids Foundation’s annual “Driving Away the Cold” program. These efforts provide much-needed public awareness for this important philanthropic campaign to donate winter coats to underprivileged children.

Gore–Tex

Our grassroots marketing campaign successfully encouraged more than 1,875 outdoor enthusiasts to join The Experience More community, increasing GORE-TEX brand affinity and preference amongst loyal customers.

CHOP

To increase CHOP’s donor base, BG created the “Give the Gift of Childhood” campaign, which integrated television, radio, print, direct mail, digital marketing, community and public relations to connect with audiences on an emotional level.