Event Overview.

For the 2018-2019 auto show season, Lexus participated in over 70 automotive shows across the United States. I lead the planning and execution of almost 50 of those shows that take place over the span of six months. Half of those are our secondary level shows which include vehicles, literature on each model, an info counter for product specialists, and also an “Information Destination Wall". These walls were new builds and one was required for each of the six secondary kits that would be traveling across the country to each of the shows. I also supported on production for major (LA, Detroit, etc) and sub-major shows and press events at each.

The Information Destination wall is a combo of speed forms illustrating available exterior colors, leather swatches showing interior colors, and then various content and media that was developed to align with the Lexus brand and what it offers: lifestyle, cutting edge technology, performance, and luxury. The goal was to get clients to interact with the Lexus brand and align themselves with its values. Whether the consumer is in the market for a car or not, we want individuals to mentally construct the model, exterior, and interior colors of what vehicle they preferred, hopefully driving them to purchase in the future.

Design renderings of information destination wall for secondary shows

For each secondary and regional show I worked in conjunction with our internal engineering team to construct floor plans based on our allotted square footage in each venue. I would go onsite for larger shows to oversee install. Once install is complete I remain on call with supervisors and product specialists to ensure the run of the show goes smoothly and attend to client requests as they arise.

The Details.
10-18 vehicles per show.
70+ shows.
Up to 10 shows per week.

The Results.
Sales leads for local dealers.
Overall client budget of $10mil.
Client expectations exceeded.