Background
G-2 Communications (G-2) was asked by a client (ZF Friedrichshafen AG - a global automotive supplier of driveline and chassis technology) to develop a media program to support its first-ever presence at the North American International Auto Show (NAIAS) in Detroit as both an exhibitor and a main sponsor.

In addition to sponsoring the show, the client planned to bring 15 European journalists to the show, specifically to provide them with an understanding of its operations and capabilities outside Europe.

G-2 developed, with the client, a comprehensive program that leveraged the client's NAIAS involvement beyond solely a news conference. To assist understanding and acceptance by European media of the client's North American capabilities and competence, the program comprised of three main elements: pre-show publicity; activities during Detroit press days; and a ride and drive event in the Southwestern U.S. After thorough research of several locations, including several pre-trips, Arizona was selected on the basis of climate, availability, route options and photographic opportunity.

The Objectives
	Through the NAIAS presence and a drive program, demonstrate the client's North American product, product development and manufacturing capability.
	Provide the opportunity to European media to experience North American vehicles not available in Europe.
	Provide European media with a perspective on the different driving and usage conditions in the United States.
	Underscore credibility by using Jaguar racing greats to endorse the new sedans and proclaim them true Jaguars.
	Obtain positive media coverage for client and its sponsorship of the NAIAS.
	Implement the program effectively, efficiently and within established budgets.

Program Synopsis
Working with only a four-and-a-half day timeframe, G-2 established a clear hour-by-hour plan of the entire program through conference calls, meetings, research and pre-trips. The first two days, spent at NAIAS in Detroit, allowed our client to showcase its technology and products in show cars and displays. Press kits, a press conference and one-on-one time with client executives supported our overall effort. The second two days provided the media an opportunity to drive production vehicles that featured the same components - through varying climate, elevation and terrain in Arizona. Media guests were able to drive 12 widely differing vehicles (from heavy-duty pickups, through SUVs, to convertible sports cars), but with a common thread of all featuring client components produced in North America.

Results
	Several media guests called the overall program one of the best and most organized they had attended. Media guests were very pleased with the opportunity to drive vehicles that were unavailable and on terrain that is uncommon in Europe. Additionally, many media members kept the route book as an example for future trips.
	Clients called the event a "benchmark" for press trips - due to "attention to detail" and "overall planning".
	Prior to the show, client representatives met with three of the leading industry publications - Automotive News, Automotive Industries and Ward's Auto World - and had several stories printed before, during and after the show about client products, people and growth plans.
	All program elements were completed on time and within budgets, despite several changes in the months prior to the program dates.