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ADAGP: Philly Auto Show

Event Marketing

5

records set for attendance

250,000

average annual visitors

260

pieces of tv coverage

A well-oiled machine

The Philadelphia Auto Show is one of the region’s premier events, drawing hundreds of thousands of guests every year. Members of the Auto Dealers Association of Greater Philadelphia (ADAGP) count on it to drive auto sales over the course of the year. For the last decade, BG has led the earned media strategy and program to drive ticket sales and attendance for the nine-day show, as well as for the ADAGP’s annual charity gala Black Tie Tailgate, which benefits the Children’s Hospital of Philadelphia.

Firing on all cylinders

With just a 20-day window to engage media and drive excitement for the show, BG launches its public relations strategy in mid-January and revs it up with each passing day. From broadcast segment planning and diverse story-line development, to exclusive interviews and special access requests, BG handles every aspect of media activity and reaches top speed about three days before the show with events like the ceremonial Mayor’s Drive-In, Media Preview Day (which attracts over 200 regional media members), and the Black Tie Tailgate Gala, which is attended by 5,000 guests and select media members.

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From opening day through the duration of the show, we strive to tell new and different stories on a daily basis. Whether it’s an appearance by an athlete or celebrity, a trending vehicle segment, special exhibit made possible by local students, or a buzz-worthy stunt in response to breaking news, our goal is to keep both the media and the public engaged throughout the entire nine-day show.

In 2018, we capitalized on the excitement of the Philadelphia Eagles in the Super Bowl by organizing a “Green Out.” Show attendees were asked to wear Eagles gear to the show, culminating in an epic Eagles pep rally on the show floor, with ADAGP Executive Director Kevin Mazzucola leading the crowd in a rousing rendition of “Fly Eagles Fly.”

The star of the show

With this aggressive media relations approach, BG has helped the Auto Show average 250,000 visitors annually, as well as continuously set daily and weekend attendance numbers. On average, more than 40 unique stories are published annually across the Philadelphia Inquirer, Philadelphia Daily News, and Philly.com. Coverage also hits every corner of the region, from the Philadelphia Business Journal, Philly Voice, Al Día, and Philly Metro to local county outlets including Delaware County Daily Times, Bucks County Courier Times and more. In addition, more than 260 pieces of coverage run on local broadcast affiliates ABC, NBC, CBS, Fox, Telemundo, PHL-17, WHYY, and KYW NewsRadio.

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