Navigating a New NAIAS: Advice from the Show’s Agency of Record
By Katelyn Davis, Senior Manager, Automotive & Mobility
The North American International Auto Show (NAIAS) is the most influential annual automotive event in the world. NAIAS serves as the global stage to debut brand-defining vehicles, offer product ride-and-drives, and announce industry-shaping plans. It is known for drawing the largest concentration of the world’s automotive and technology executives, designers, engineers and thought leaders to one place – Detroit.
For years, Lambert has proudly served as the “Agency of Record” for NAIAS, helping the show reach an international audience for over the past two years.
This year, NAIAS is completely reimagined — moving from the frigid Michigan winter in January to a warmer and sunnier June. The move provides new opportunities for media and the global automotive industry. Interactive activities such as ride and drives will be much easier during the summer than in January here in Detroit. Additionally, Charity Preview has been reinvented and a street festival featuring Italian and British supercars, called Motor Bella has been added.
In short, the move from January to June provides automakers, suppliers and all of the show’s partners with opportunities the community has never before encountered in the show’s 32-year history.
In preparation for this all-new auto show, Lambert’s Automotive and Mobility team is offering some advice on what to expect for this reimagined landscape:
Mark Your Calendar for June 2020
Say goodbye to January and hello to June! Gone are the days of snow storms and limited hours of daylight. With the show moving to June, NAIAS will be hosting visitors indoors at TCF Center as well as at outdoor venues throughout downtown.
- Motor Bella: June 5-8 New this year, Motor Bella is a street festival celebrating British and Italian luxury car brands.
- The Gallery: June 7
- Press Preview: June 9-10
- AutoMobili-D: June 9-11
- Industry Preview: June 10-11
- Charity Preview: June 12 Charity Preview is also seeing changes this year. The 2020 event will feature indoor and outdoor entertainment, two ticket pricing options, and a new dress code.
- Public Show: June 13-20
Create a New Plan for NAIAS
Navigating the show will be much different than in the past. With the addition of the 14 outdoor acres of Hart Plaza to the 1 million square feet of indoor floor space at TCF Center, veterans to the show will need to rethink how they spend their time at NAIAS.
To help, Eventbase will be powering the official 2020 NAIAS mobile application, which will launch as the show gets closer. The NAIAS app will include a schedule of events, maps, and other information important to get around the show. Attendees will be able to use the app to plan their time in advance and more easily adjust their plans on the fly.
Anticipate a New Media Landscape
For the last few years, January posed an issue with both media and automotive companies as the Consumer Electronics Show (CES) and NAIAS were back-to-back. This made it difficult for travel and bandwidth as well as securing media coverage with two automotive and mobility technology shows in such a short timeframe. Now with the move to June, there is less competition in the global media for automotive and mobility news.
Locally, NAIAS opens just days after a busy week in Detroit that includes Movement Electronic Music Festival (May 23-25), PGA Rocket Mortgage Classic (May 28-31), and the Chevrolet Detroit Belle Isle Grand Prix (May 29-31). This carves out a space for NAIAS with media in metro Detroit and gives local and regional tourists another great reason to spend time in downtown Detroit.
Prepare for Media Credentialing
In years past, media credentialing would begin at the close of the calendar year in preparation for the January show. Now that the show has moved to June, media credentialing has not yet begun but is expected to open soon. Questions from the media can be directed to Brent Snavely, PR Manager for NAIAS.
Get Ready for Ticket Sales
Tickets will go on sale for all NAIAS related events including Charity Preview and Public Show on March 16, 2020.
Stay Up to Date with New Announcements
Seek Counsel for Navigating Your Brand at NAIAS
At Lambert, we are a recognized leader in automotive and mobility communication and engagement. Whether you have grand plans for NAIAS or are just looking to dip your toes in, Lambert’s automotive and mobility team is here to provide you with impactful strategies designed to help you stand out from the crowd and monitor your success. Our knowledgeable team understands the industry’s landscape, its key players, and the media that covers it. Take a look at our case studies or contact us for a consultation today and make sure your organization is positioned to make an impact at NAIAS and beyond.