Nissan at NYIAS 2012


Following on the heels of the much-talked-about "Taxi of Tomorrow" NYC launch event in 2011, Nissan used the 2012 New York International Auto as a news-making and sales platform to continue the momentum, giving the general public their first hands-on experience of the completely re-designed NYC icon, as well as a raft of new Nissan vehicle lines and technological innovations, all introduced by CEO Carlos Ghosn.

A completely new Nissan branded environment, designed and built by GPJ, played host to hundreds of thousands of visitors including international press and potential Nissan customers. A GPJ-produced press event held within the space gave CEO Ghosn the platform for introducing new vehicles as well as alerting the news media to major company news. And a special Taxi of Tomorrow event - co-hosted by Ghosn and NYC Mayor Michael Bloomberg - enabled Nissan designers and business executives the opportunity to discuss the vehicle in much greater depth. 

Altogether Nissan was able to use this integrated experiential strategy to generate millions of impressions and hundreds of thousands of physical brand interactions while securing the regional Nissan dealer network a significant bump in show room traffic.