Five Days That Changed the Powersports Industry
With 18 months until the launch, Next Level was brought on to assist with the introduction of an all-new motorcycle and powersports trade show – American International Motorcycle Expo – set to take place in Orlando, Fla. in late October. The AIMExpo was modeled after the giant European super shows (EICMA & Intermot) and created with the objective of producing an event that brought together the greater powersports industry at the right place and the right time, for the first time ever in North America.
The inaugural AIMExpo was held inside Orlando, Florida's Orange County Convention Center.
As the agency of record, Next Level was responsible for all media related activities associated with the event, including everything from drafting and distributing press releases and leading a Media Advisory Committee to securing worldwide media coverage and managing the media’s attendance at AIMExpo. Additionally, together with the AIMExpo marketing staff, the Next Level team developed multiple B2B and B2C marketing campaigns – on both the national and grassroots levels – that strategically utilized print and online media to drive attendance. Creative development for projects such as television, radio, outdoor, print and online ads, special event flyers and inserts, sales decks and event signage were also coordinated along with detailed and expansive social media initiatives.
Enthusiasts packed the house to see the latest and greatest from the powersports industry and to also see guest speakers like American Pickers' Frank Fritz.
The first year event did not disappoint as tens of thousands of trade, media and consumer attendees embarked on the Orange County Convention Center for the five-day event. Worldwide, more than 100 million impressions and 200 unique editorial stories were secured on behalf of AIMExpo, many coming from national media outlets such as FOX, Popular Mechanics, the Los Angeles Times, ESPN and About.com, amongst others. By all accounts AIMExpo was a success, with one media outlet proclaiming “We expect the AIMExpo to become the envy of all motorcycle shows over the next decade.”
Next Level developed the innovative and state-of-the-art AIMExpo Media Hub, which served as the site of multiple product unveilings and the home base for hundreds of credentialed media. The one-of-a-kind setup welcomed members of the media attending from around the globe who were able to take full advantage of all the amenities the Media Hub had to offer.
