Pub. 2 2013 Issue 1

20 San Diego Dealer T he San Diego International Auto Show (SDIAS) will return to its five-day format for the 2014model year show, a move that includes starting the show a little later than in past years. The SDIAS will open onWed., Jan. 1, 2014, running through Sun., Jan. 5. The bump in the schedule is a naturally occurring shift to accommodate the calendar. The return to the five-day format was well received by automakers, according to NCDA President, Dean Mansfield, and Show Director, Kevin Leap, who conducted planning meetings with numerous exhibitors in both Detroit and Los Angeles. “The automakers are enthusiastic about the return of the five-day show,” said Leap. “Manufacturers go to great expense to bring their best exhibits and vehicles to San Diego. Strategically, this is a very important show to them, and the additional exposure in this market, along with a holiday, typically means increased value for our manufacturer partners. So, yes, they’re definitely on board.” Annual meetings with automakers provide the SDIAS the opportunity to review the past show, and preview the show on deck. By demonstrat- ing the results of the show, it reinforces the confidence that supporting San Diego is a positive for the automakers. Further, it serves as a good starting point to begin discussions for the upcoming show. Some of the highlights of 2013 include: • Enhanced community exposure: o Point-of-purchasedisplays at over 100NCDAmember dealerships o Partnership with 250 7-Eleven stores for point-of-purchase displays o Direct mail to 10,000 affluent SD County Zip Codes • Enhanced media exposure: o 35 strategically located billboards o 4-color Spadea wrap of UT San Diego, as well as 13 4-color pages in the publication o 2,315 radio spots covering a broad demographic o 1,560 TV commercials o 1,137 streaming radio spots o Over 3-million email messages o A 1,000 percent increase in marketing messages via Facebook and Twitter And, as the showprepares to pull out all the stops, SDIASMedia Director, Amy Foley, said media coverage is expected to increase. “We’re fortunate to have an incredible relationship and support from local media,”saidFoley.“FromTV and radio, toprint andonline publications, when the auto showrolls around, it’s a special time. Ourmediapartners jump inand provide amazing coverage, and help the show – and our city – really shine.” In advertising dollars, according to Foley, the earned media coverage the show generates equates to $3.25 million. Foley expects additional coverage through live and recorded news segments, including the broadcast of a local morning TV show live from San Diego International Auto Show Returns to 5-day Schedule