Johnson Controls

North American International Auto Show

Objective: To increase media coverage for Johnson Controls, Inc. at the North American International Auto Show (NAIAS) and reinforce the company's position as a leader in automotive technology and innovation.

Strategy: Implement pro-active media relations strategies and use NAIAS as a platform to target national media and reach automotive decision-makers.

Challenge: To highlight Johnson Controls’ products and innovations and attract media attention at NAIAS amid all the new vehicles and concept cars being introduced.

Approach: Researched specific media outlets and reporters; developed a highly targeted media list; and built / maintained relationships with those media by distributing materials prior to the event including a save the date announcement, media advisories and follow-up e-mails and telephone calls to generate attendance and interviews; and provided on-site show support and interview assistance.

Results: Helped Johnson Controls to:

• Triple media attendance at the company's booth and press conferences.
• Increase the number of articles appearing in automotive trade publications, local newspapers, business publications and online publications by 137 percent.
• Boost worldwide circulation of Johnson Controls’ messages almost 7.5 times that of the previous year.

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