DaimlerChrysler Heats Up a Media Event in a Firehouse - Event Marketer

DaimlerChrysler Heats Up a Media Event in a Firehouse

DB_Bootman_2004 Ex
Brand: DAIMLERCHRYSLER
Agency: CLEAR!BLUE
Awards: EX AWARDS — BEST SINGLE-MARKET EVENT (B-TO-B)
Year: 2004

Winning over the media at the North American Auto Show ain’t an easy task, but Clear!Blue made it happen with an interesting program for client DaimlerChrysler.

With the key objective of countering other car brands’ evening media events, the agency set off to create something a lil’ bit different. An old 1929-built Firehouse across the street from Cobo Hall (hence the theme “Across the Street, a World Away”) was secured and extensively refurbished to form a scene worthy of media networking, one-on-one interviews, and fun. A cause overlay generated donations for the Detroit Fire Department.

The allure was in the uniqueness, and the Firehouse pulled plenty of reporters and writers—many broadcasted live right from the venue. En fuego.

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