2014 ANNUAL REVIEW
#NYIAS
NEW YORK INTERNATIONAL AUTO SHOW 2014 ANNUAL REVIEW
TABLE OF CONTENTS
2014 ANNUAL REVIEW #NYIAS
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INTRODUCTION
STATS AND FACTS
DEBUTS AND REVEALS
MEDIA COVERAGE
SOCIAL BUZZ
INDUSTRY EVENTS
WELCOMING THE PUBLIC
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KEY INITIATIVES
SPONSORS AND PARTNERS
LETTER FROM THE PRESIDENT AND CHAIRMAN
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2014 ANNUAL REVIEW
2014 ANNUAL REVIEW #NYIAS
We are delighted to present you with a copy of our 2014 Show Review.
The New York International Automobile Show is a unique event in an extraordinary city. What other city has the “attitude” necessary to be the backdrop for the launch of the new Dodge Challenger or the sophistication to make the Mercedes S63 AMG Coupe feel right at home during its world debut? Where better to unveil the chic but rugged Land Rover Discovery Concept or emphasize the design-driven creativity of the all-new Nissan Murano? These are a few examples of the record number of 63 vehicles–that reflect the vibrancy and diversity of NYC–which were unveiled in New York this year. With a theme of “The Future Starts Here” in 2014, the New York Auto Show was very much focused on the future. The technological complexity of today’s new cars and trucks requires us to be better and more sophisticated about the way in which we excite and educate consumers. The interactive and multimedia displays on the Show floor help demystify the complex systems, while the Show’s unprecedented social media outreach ensures that our audience is always fully informed and engaged, wherever they are. Like the city in which it resides, the New York Auto Show celebrates diversity by bringing different groups together to celebrate, enjoy, understand and ultimately buy the latest new cars and trucks that the industry has to offer.
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Here’s a look at what we did in 2014!
– John Lasorsa Chairman, New York
– Mark Schienberg President, Greater New York Automobile Dealers Assoc.
International Auto Show
“IT’S FANTASTIC TO SEE SO MANY NEW VEHICLES BEING UNVEILED [IN NEW YORK] THIS YEAR. IT UNDERSCORES WHAT AN INCREDIBLY EXCITING TIME IT IS TO BE IN THE AUTO INDUSTRY.”
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2014 ANNUAL REVIEW
– Mark Fields
CEO, Ford Motor Company 2014 NYIAS Keynote Speaker
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BIGGER AND BETTER THAN EVER
“WHO DOESN’T WANT TO FIND AN EXCUSE TO COME TO THE BEST CITY IN THE WORLD? THIS IS THE MOST CAPTIVATING CITY IN THE WORLD.
…IT’S REALLY ONE OF THE GREAT CONSUMER SHOWS IN THE UNITED STATES.“ – Michael Bartsch Vice President, Infiniti Americas
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2014 ANNUAL REVIEW
2014 ANNUAL REVIEW #NYIAS
Bigger every year
$263 MILLION
ECONOMIC IMPACT
The 114th New York International Auto Show was one for the record books. According to the numbers, 2014 was our best year ever. We blew away previous records, with over a million attendees, 2.6 billion traditional media impressions and nearly 500 million social media impressions. We hosted 63 World and North American debuts and welcomed more top industry executives than ever before. But NYIAS is so much more than the numbers. The Show’s success enhances the auto industry. It strengthens the fabric of New York City. And it brings joy and excitement to our attendees and fans for 10 special days.
63+ WORLD AND NORTH AMERICAN DEBUTS
298,000 SQUARE FEET
OF RAISED FLOORING CONSTRUCTED
133,000 LABOR HOURS
2.5 MILLION
POUNDS OF TRUSS WORK
525 TRACTOR TRAILER LOADS DELIVERED
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SERIOUS ABOUT SHOPPING “THE CONSUMER IS ABLE TO COME AND SHOP AND REALLY GET A CHANCE TO SEE SOME OF THEIR FAVORITE CARS.
IT’S A GREAT OPPORTUNITY TO TOUCH ‘EM AND FEEL ‘EM AND GET IN ‘EM AND SMELL ‘EM. THE INTERNET’S GREAT BUT YOU CAN’T GET ALL THAT ON THE INTERNET, SO IT’S A GREAT OPPORTUNITY TO COME DOWN AND VISIT THE NEW YORK AUTO SHOW.”
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2014 ANNUAL REVIEW
– Bill Fay
Group Vice President – General Manager, Toyota Division, Toyota Motor Sales, U.S.A., Inc.
2014 ANNUAL REVIEW #NYIAS
Consumers speak
NYIAS attendees flock to the ultimate car comparison destination.
OF SHOW ATTENDEES ARE INTENDING TO BUY OR LEASE A NEW VEHICLE
60%
Car shoppers know where to go if they want to compare manufacturers, makes and models in a stress-free, fun and educational environment. In fact, an incredible 59% of attendees decided to come to the Show to compare vehicles prior to shopping at a dealership. NYIAS continues to be a premier destination and unparalleled resource for future purchasers.
OF SHOW ATTENDEES PLAN TO VISIT A DEALERSHIP SUBSEQUENT TO THEIR EXPERIENCE
55%
OF PEOPLE SAY THAT EVENTS ARE MORE EFFECTIVE THAN TV COMMERCIALS*
93%
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* 2014 Event Track Event Marketing Institute Report
2014 NYIAS PRAISE & ACCLAIM
2014 ANNUAL REVIEW #NYIAS
BEST SHOW (OVERALL)
EXPO AWARDS
BEST CONSUMER EVENT
EXPO AWARDS
BEST MARKETING COLLATERAL
EXPO AWARDS
6TH LARGEST ATTENDED EVENT AND #1 PAID EVENT IN NYC CRAIN’S NY BUSINESS
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#1 TRADE SHOW AND CONVENTION IN NYC
BIZBASH
“NEW YORK BRINGS THE DOUBLE FACTOR OF IT’S A GREAT CUSTOMER SHOW BUT IT’S ALSO A GREAT PRESS SHOW. THE MEDIA CAPITAL OF THE WORLD IS RIGHT HERE, SO WE GET MEDIA, WE GET CUSTOMERS, WE GET WORLD PREMIERES.”
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2014 ANNUAL REVIEW
– Steve Cannon CEO, Mercedes USA
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DEBUTS AND REVEALS
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2014 ANNUAL REVIEW
2014 ANNUAL REVIEW #NYIAS
“I’m happy to be here. I know the New York Auto Show is one of the biggies, and this was my first time so it’s a good capacity to come to support the Show.” – Jon Hamm, star of AMC’s “Mad Men”
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Almost twenty years after the last Alfa Romeo was sold in the United States, the automaker revealed the all new 4C sports car in New York.
MEDIA COVERAGE SOARS
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2014 ANNUAL REVIEW
It was a record-shattering year, with media attendance and coverage at all-time highs.
2014 ANNUAL REVIEW #NYIAS
**
Total media impressions***
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2014: 2,615,605,002 2013: 2,263,863,422 2012: 2,057,358,491
* How publicity results are quantified: Circulation: Verified distribution numbers of print clips received in our office. Viewership: Verified audience numbers as reported by television outlets. Listeners: Verified audience numbers as reported by radio outlets. *Net Print Impressions: Derived by multiplying the circulation figures by 2.3, the industry standard for pass-along readership. **Gross Print Impressions: Calculated by multiplying Net Impressions by 30%–which represents the estimated number of missed or never-received clips–and adding the sum to Net Print Impressions. ***Total Media Impressions: Calculated by adding Gross Print Impressions, Total TV Viewership and Total Radio Listeners.
EVEN MORE TO BUZZ ABOUT
Our popular Buzz Index received a glossy redesign, and the #NYIASTOUR was integrated into its dashboard. Now in its third year, the Buzz Index continued to be the ultimate destination for consumers looking to find out which vehicles, manufacturers and exhibits were trending at the Show at any given moment. We redesigned the dashboard to be even more modern and easy to use, and folded the Google Street View #StartTour into the experience. For the first time, consumers could see trending vehicles right on the Show floor in addition to reading descriptions and exploring related social content. This integration gave consumers an incredibly comprehensive view of every vehicle on display.
SOCIAL MEDIA BY THE NUMBERS
483 MILLION impressions created about the Show +35% from 2013
78,804 posts by unique people +89% increase from 2013
2014 ANNUAL REVIEW #NYIAS
Follower growth
+83% 7,000 NEW FANS 15,380 TOTAL FOLLOWERS
+21% 3,400 NEW FANS 20,591 TOTAL FOLLOWERS
Playing to the strengths of each social channel, we fueled the creative passion of a young, tech-savvy community. Facebook, Twitter and Instagram all required unique posts that would speak to the followers on those platforms. We put the majority of our social muscle behind Instagram and Twitter, where many users are looking for photo-based content and real-time interaction. Our Twitter content received 2.8x the amount of engagement than it did last year, with Retweets helping us reach 39.5 million additional users. On Facebook, we targeted specific content to segments of our audience, resulting in qualified engagement, fan growth and ticket revenue.
+26% 14,300 NEW FANS 70,860 TOTAL FOLLOWERS
INCREASE IN OVERALL SOCIAL CONVERSATIONS
31%
INCREASE IN USAGE OF @NYAUTOSHOW
109%
Social connections and engagement levels dramatically increased as passionate fans got involved and spread the word.
INCREASE IN USAGE OF #NYIAS
110%
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NYIAS 2014 APP DOWNLOADS 311% INCREASE IN NEW USERS OVER 2013
39,945
INDUSTRY EVENTS
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2014 ANNUAL REVIEW
The World Car Awards celebrated their 10th anniversary with five exciting awards: World Car of the Year: Audi A3; World Luxury Car of the Year: Mercedes S-Class; World Performance Car of the Year: Porsche 911 GT3; World Car Design of the Year: BMW i3; World Green Car of the Year: BMW i3
2014 ANNUAL REVIEW #NYIAS
Nielsen presented the 8th annual Automotive Advertising Awards at the Show’s opening press breakfast.
GM CEO Mary Barra gave her first public speech at the Automotive Forum.
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NHTSA Acting Administrator David Friedman (second from left) headlined the 24th annual World Traffic Safety Symposium.
“WE WANT TO MAKE SURE WHEN WE UNVEIL A NEW CAR LIKE THIS IT’S GOING TO BE EMOTIONALLY CONNECTING TO THAT CUSTOMER. WE WANT TO BE AT A SHOW WHERE THERE’S GOING TO BE A LOT OF CUSTOMERS TO EXPERIENCE IT, AND THAT’S NEW YORK.”
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2014 ANNUAL REVIEW
– Tim Kuniskis President & CEO, Dodge Brand, SRT Brand and Head of Fleet Operations, Chrysler Group LLC
2014 ANNUAL REVIEW #NYIAS
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WELCOMING THE PUBLIC
Over 1 million consumers flocked to the 114th New York International Auto Show to see some of the hottest cars and trucks ever seen all under one roof, including brand- new ‘14 and ‘15 production models and more concept vehicles than ever before.
2014 ANNUAL REVIEW #NYIAS
Governor Andrew M. Cuomo opened the New York International Auto Show by leading a parade of vehicles in a brand-new Corvette Stingray Convertible.
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U.S. Army Veteran Spc. Robert Loria received a specially modified RAV4 from Toyota
Camp Jeep returned this year, featuring a wildly popular and rugged test track.
LEADERS IN THE INNOVATION SPACE
“WE ARE PROUD TO HELP DRIVE ENGAGEMENT FOR THE NEW YORK INTERNATIONAL AUTO SHOW- ONE OF THE MOST PRESTIGIOUS LIVE EVENTS IN THE WORLD.” – Michal Lorenc Head of Industry/Ticketing and Live Events at Google
VIRTUAL TOUR 1.5 MILLION
views of the virtual tour powered by Google Business View. Check out the tour: http://bit.ly/NYIAStourL3
2014 ANNUAL REVIEW #NYIAS
Thank you to our participating manufacturers for making this innovation possible
This year, technology conveyed the excitement and scale of the Auto Show to consumers in big ways. In an industry first, the entirety of the Show floor was documented with Google Street View technology to create our 2014 virtual tour. This massive undertaking allowed consumers to virtually “walk through” the entire Javits Center. With hundreds and thousands of square feet of vehicles and exhibits (including a 360° view of five car interiors), consumers participated in a digital scavenger hunt to find hidden Start buttons inspired by our poster art. By Tweeting the location of the Start buttons after finding them online or in person, consumers were entered to win special prizes.
The #NYIASTOUR was a terrifically successful tool to engage existing fans, welcome new visitors and use technology to highlight everything the Show has to offer.
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WOMEN DRIVE PURCHASING POWER
Two new events connect women with the Show.
Women accounted for ...
Women are more crucial than ever in the vehicle purchasing process. They buy over 50% of cars in the United States and influence 80% of all car purchases.* And they account for a staggering $20 trillion** in worldwide spending power, which is only expected to increase. We understand women’s important role in the purchase process, so we created two new events to welcome them to the Show: Girls Night Out and the Twitter Party. These events created more than 32 million social impressions as 80 influential female bloggers and their followers discussed everything from first cars to must- have features to the purchasing process.
40%
OF SHOW ATTENDEES
33%
OF ONLINE MENTIONS
* Road and Travel, 2009 via jamiedunham.com ** The Coca-Cola Company, October 2010 via jamiedunham.com
2014 ANNUAL REVIEW #NYIAS
The energized Twitter Party conversation elevated #NYIAS to “trending” status on Twitter.
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Girls Night Out attendees enjoyed refreshments sponsored by Toyota and tours by SheBuysCars.com.
UNLEASHING THE POWER OF INSTAGRAM
With 200 million monthly active users and over 20 billion photos shared worldwide, Instagram was a core part of this year’s social strategy. What’s one of the first things people do at the Auto Show? Take photos, of course. Photo-sharing platform Instagram became our central social focus in 2014, as we looked to increase the amount of photos shared from within the event. It began with a #StartTeam of social influencers who documented the Show and shared their photos with their followers. We engaged our audience with innovative photos, video and real-time coverage. Promotions and random giveaways kept the crowd engaged, and we encouraged participation with in-venue signage. Whenever possible, we wrapped our content into the “Start” theme to maintain the consistency of this year’s message.
Measuring our Instagrowth
INCREASE IN FOLLOWERS
83%
PHOTOS TAGGED WITH #NYIAS IN 12 DAYS
18,000
The result was rapid growth and a wealth of valuable content.
2014 ANNUAL REVIEW #NYIAS
@migeophoto
@twinkletrafficlight
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@wrongrob
THANK YOU TO OUR SPONSORS AND PARTNERS
#NYIAS
2014 GNYADA Chairman of the Board: ROBERT VAIL, Vail Buick GMC
Public Relations: SAMS CRISPE COMMUNICATIONS 27 West 20th Street, Suite 502
GNYADA President: MARK SCHIENBERG Auto Show Committee Chair: JOHN LASORSA, LaSorsa Buick Chevrolet Auto Show Committee Vice Chair: BRIAN MILLER, Manhattan Motor Cars, Inc. Committee: GARY BROWN, Brown’s Jeep Chrysler Dodge LEE CERTILMAN, Nardy Honda LOUIS G. GIORDANO, Croton Dodge Chrysler Jeep MARYANN KOLB, Bill Kolb, Jr. Subaru Inc. NEALE KUPERMAN, Rockland Toyota MICHAEL LEVITAN, Land Rover Glen Cove
New York, NY 10011 Tel: 212-560-9494 CHRIS SAMS chris@samscrispe.com NICK CRISPE nick@samscrispe.com
2015 Auto Show Dates: MEDIA/PRESS DAYS: INDUSTRY PREVIEWS:
APRIL 1-2, 2015 APRIL 2, 2015
CHARITY GALA: APRIL 2, 2015 PUBLIC SNEAK PREVIEW: APRIL 3, 2015 OPENING DAY CEREMONIES: APRIL 4, 2015 PUBLIC DAYS: APRIL 3-12, 2015
TONY MAZZA, Lexus of Mt. Kisco ROBERT PENN, Penn Toyota, Ltd. MARVIN SUSKIN, Scarsdale Ford, Inc. NICK TOOMEY, Rallye BMW Auto Show Staff: ALAN LIEBENSOHN, Show Director alan@autoshowNY.com DIANE THOMPSON, Operations Manager diane@autoshowNY.com JESSICA HODGES, Marketing Manager jessica@autoshowNY.com
The New York International Automobile Show is owned and operated by the Greater New York Automobile Dealers Association: 18-10 Whitestone Expressway Whitestone, NY 11357
New York International Auto Show Headquarters
18-10 Whitestone Expressway Whitestone, NY 11357
718-746-5300
AutoshowNY.com
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