Objective: The North American International Auto Show (NAIAS) produces an annual guide to the cars, concepts and technology that it sells to auto show patrons. It sought a partner with the expertise and insight needed to create engaging content patrons and advertisers would find appealing.
Solution: The task of creating a printed program for the attendees of this annual event was shifted to the writers and designers at the Detroit-based Crain publications of Crain's Detroit Business and Autoweek, delivering a unique blend of stories that appealed to both business and automotive enthusiast readers.
While Crain took on the content and production, NAIAS focused on selling advertising in the program, turning a cost center into a profit center.
The partnership amplified the distribution beyond the show. Poly bagged with Crain's Detroit Business, distributed at the auto show and at local hotels, the issue reached 460,000 readers. Ten thousand copies were printed to be sold at the event.
Results: The client produced a compelling guide and amplified distribution which appealed to advertisers, helping it to return a profit instead of an expense.