Media Preview Ramping Up

The 2014 Chicago Auto Show Media Preview will begin on Thursday, Feb. 6 and run through Friday, Feb. 7. The Midwest Automotive Media Association (MAMA) breakfast opens the first day with MAMA President Kirk Bell presenting the MAMA Family Vehicle of the Year award and introducing keynote speaker Bob Carter, senior vice president of automotive operations for Toyota Motor Sales, USA Inc.

Following the MAMA Breakfast will be a full day of manufacturer news conferences, with scheduled introductions from Chevrolet, Kia, Nissan, Ram, Subaru Toyota, Volkswagen and Volvo. Splitting the day will be the Economic Club of Chicago Luncheon, featuring Joe Hinrichs, executive vice president and president of The Americas for Ford Motor Co.

Day two of the media preview, dedicated to social media interaction, will feature presentations from various manufacturers throughout the show floor as well as the WOMMA Digital Influencer Award, the #FuelCAS social media scavenger hunt and the Digital Megaphone video contest.

“The Chicago Auto Show’s balance of a strong media preview with a public show that delivers is a potent marketing mix for the auto industry, says Dave Sloan, Chicago Auto Show general manager. “Keeping things in perspective, the auto show is so much more than a strong media preview; it’s also about selling cars and generating excitement for the automobile. That’s why it is so important for auto shows to turn up the volume not only during the media preview but for the public show as well.”

Exhibitors at the Chicago Auto Show spend millions of dollars creating some of the largest automotive displays in the world with the sole purpose of generating brand awareness and converting that awareness into showroom traffic. General Motors, Chrysler and Toyota each utilize nearly 100,000 sq. ft. Nissan adds 10,000 sq. ft. for 2014, Subaru is up 7000 sq. ft. and Porsche grew by nearly 2000 sq. ft.

“In one of America’s greatest cities, and certainly one of the industry’s best auto show venues, the Chicago Auto Show is a perennial favorite on the auto show circuit. Like other manufacturers, we look forward to visiting the city and engaging with the show-going public every February,” says David Reuter, vice president of Communications, Nissan Americas.

Keeping the volume turned up for the entire run of the show is what makes Chicago so successful. A strong media preview is just one component of a great auto show. Just as important are quality sponsors, social media interaction, first-rate website and mobile app, attendee engagement with our exhibitors, local dealer buy in and a quality preview night to amplify public awareness. Most of all, an auto show needs to generate excitement for the industry and a buzz that translates into sales. The following articles are just a snapshot of what the 2014 Chicago Auto Show holds for consumers.

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