Case Study



The North American International Auto Show (NAIAS) is among the most prestigious auto shows in the world and one of the largest media events in North America, providing unparalleled access to the automotive products, people and ideas that matter most – up close and in one place.


Lambert managed strategic communications activities for the NAIAS for 10 years, including media relations activities leading up to and during NAIAS Press Week and public show. The team worked to position NAIAS executives for significant media relations activities and interviews during one of the largest media event in the world, which draws approximately 5,500 journalists from 60 countries for the show each year.

  • Developed and distributed all media materials to national and regional news outlets
  • Manage media relations activities surrounding the show to ensure all of the content and messaging remained consistent
  • Lambert conducted media outreach and coordinated interview requests with key NAIAS spokespeople
  • Expanded NAIAS’ presence in social media by developing a strategy for NAIAS’ online presence in Facebook, and through their Twitter account @NAIASDetroit
  • Hosted an exclusive, after-hours access Tweet-up for the local community
  • In addition to the NAIAS media support, Lambert coordinated numerous executive visibility and positioning efforts on behalf of a number of our clients during the show, including Hyundai, Volkswagen, ASC/Saleen, IAC, Polk, Continental, KPMG and others
  • Secured coverage with national broadcast outlets, including The Today Show, Good Morning America, NBC Nightly News, CNBC, CNN, ABC, CBC, CBS, Entertainment Tonight and The Tonight Show
  • Used online presence to help manage communications surrounding a fire at the Cobo Center during public days and provide relevant and timely information to the global media and general public about what was happening at the show
  • 37% increase in followers @NAIASDetroit and established the feed as THE expert resource during the show’s duration