CASE STUDY /// 03
Client: Canadian International AutoShow Project Name: Sport Compact Revolution / Red Zone
Project Time: Since 2004 Project Type: Event Enhancement [Marketing & Production]
The Canadian International AutoShow (CIAS) is Canada’s largest consumer show and hosts approximately 300,000 spectators annually. The event is a 10-day show that spreads across 800,000sq.ft of exhibit space. The CIAS was established as a means to showcase automotive manufactures and the latest production vehicles available to the market.
Project Scope /// Dubbed as the Sport Compact Revolution (Red Zone), the primary goal was to create a feature that would attract the "aftermarket tuner" enthusiasts while at the same time provide a first class attraction for the existing clients of the CIAS. In addition, AMG is responsible for the marketing and promotions of the SCR (Red Zone), which includes logo development and brand enhancement, web development, viral marketing, promotional flyers, keepsake posters, and event banners and signage.
Project Challenge /// The show was looking for a new way to tap into the rapidly growing "aftermarket tuner" phenomenon, but faced numerous challenges along the way since the primary purpose of the CIAS is to showcase new vehicles and not aftermarket or modified ones. After a few attempts with other companies, CIAS approached AMG as a result of the huge success of its flagship production, the Darknights Nationals. Wanting to bring some of its "flavor", CIAS contract AMG to provide a fresh "Aftermarket Tuner" look and feel to the show.
Project Execution /// AMG developed a master plan for the CIAS which included a Centre Stage entertainment attraction, feature exhibitors midway, Shozone a showcase of the top aftermarket cars, a feature SCR spokes model, and a marketing campaign that instantly connected the CIAS with its new target demographics. Even in times of a trying economy and a struggling automotive market AMG continues to deliver (above value) for its clients that (allow us to keep the account and continue to provide a great feature and entertainment for the CIAS).
Project Results /// The Sport Compact Revolution was an instant hit and continues to be a huge success and undisputedly the most energetic and exciting area of the CIAS today. Over the years, as a result its the success, the CIAS has been able to open the door to new sponsors for the section that would otherwise never had participated including, GM, Toyota, and Castrol to name a few. With times shifting in the "Aftermarket Tuner" industry, it was the recent suggestions of AMG to move towards the next generation of features and attractions, henceforth the creation of the Red Zone in 2008 "A fusion of fashion, music, and Lifestyle" which now governs and showcases the Sport Compact Revolution and its sub-features.