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.
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.
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.”