Background
G-2 Communications was approached to plan, manage and execute the launch of the brand Karmann in the United States.

Karmann is a major Tier One supplier of body engineering, parts and even complete vehicles (e.g. the VW Golf Cabriolet and the Mercedes-Benz CLK Convertible) to the automotive industry but had, until then, operated strictly as a German-based supplier. Karmann was establishing a North American office in the Detroit area to be closer to the major North American OEMs (Ford, GM and Chrysler) and had decided to make the announcement at the North American International Auto Show (NAIAS) in Detroit, using a concept vehicle to focus media attention.

The Objectives
	Plan and implement a media relations program to create awareness of the Karmann brand with key target audiences in North American auto manufacturers.
	Start a communication process to gain awareness of the existence of the Detroit office and understanding of the capabilities of Karmann worldwide.
	Implement the program effectively, efficiently and within established budgets.

Program Synopsis
Through conference calls and a visit to Germany, a clear vision of success for the program was established early in the process. A communication platform, with supporting key messages and Q&As was created, edited and approved, together with a plan detailing key tactics. Negotiations with the NAIAS organizers on behalf of the client produced a news conference timing ideal for the announcement.

Press materials were designed, printed and assembled in the United States conforming to the client's corporate identity but distinctive to stand out among the avalanche of press materials at the show. In particular, the kits were designed in two complementary parts, one covering the news regarding the concept vehicle and embargoed until the news conference, the other detailing the parent company (including its products, services and competencies) available in the press room from the start of the press days. G-2 handled translating and producing these materials in four languages (English, German, French and Japanese).

To generate interest in the news conference and the associated announcements, preview images of the concept vehicle were sent to media ahead of the press days; as no photographs were available these took the form of design renderings with attached story captions.
Client executives not only presented formal remarks at the news conference but also undertook a rigorous schedule of arranged interviews with key target media throughout the press days.

To maximize the possibility of being covered by local television or in the photography accompanying autoshow print articles, a "family" of actors was hired for the concept car reveal. The "daughter" was widely videoed and photographed standing up through the open roof of the concept, itself the key feature of the announcement.

Follow-up media calls and telephone interviews completed the project, though momentum on the company's launch in the United States was maintained over the remainder of the year through nurturing of media contacts established through the news conference.

Results
	The news conference and its announcements were widely covered by the international automotive and trace media.
	Key messages played strongly in the media coverage.
	The press kit was widely praised (and received a prestigious design award) for its innovative design and informative content. Translations were also praised for their quality and clarity. Press kits were used throughout the year not only as media relations tools but also as sales pieces by the client.
	Overall, the program fully met the client's objectives and launched the company effectively into the US market.