In response to worries that major auto shows have declining attendance, Volvo Car Corporation introduced its very own media service. This service was unveiled during the 2009 North American International Auto Show in Detroit.
Peter Ganibar, Volvo Cars’ Manager for Broadcast Media Relations, said that the company considers the attendance of the media to major auto shows a focal point in the company’s advertising campaigns for its new vehicles as well as for company updates.
Thus, Ganibar said, the company launched its media service to help journalists with their task of covering motoring shows even if they cannot physically attend. Ganibar stressed that it is Volvo’s commitment as well as its unspoken obligation to provide the press the means with which it can do its job.
The Volvo exec also stated that Volvo intends to continue reaching out to media and journalists to provide them with corporate news and product information. Volvo was getting ready to launch the XC60 crossover model in the 2011 NAIAS, together with the S60 concept and its breakthroughs in safety engineering.
The system that Volvo came up with was highly innovative but very intuitive. The company simply set up a High Definition video recording unit in its NAIAS 2011 display in Detroit. The feed from the display was simultaneously broadcast in television and in a webcast that was viewed around the world.
Volvo partnered with the DIRECTV satellite system to take advantage of the system’s 41-million household reach in the United States. Through this partnership, Volvo brought to American viewers a live feed of the in-event presscon as well as supplemental product and employee interviews.
Through the system, Gabinar stressed that the company now attained the ability to respond interactively and in real-time to questions from web viewers and on-air participants. The exec credited havoctv for the original concept, and stated that Volvo’s version was custom-tailored for the purpose of providing feeds from the Detroit auto show.
Indeed, the system allowed Volvo to make available the feed from their press conference in the NAIAS to journalists and car enthusiasts around the world. Viewers were even able to send questions and inquiries during the one-hour segment via their mobile devices or their computers.
These questions were then curated by the program host, who passed them on to the personnel involved in the press conference. The responses were viewed throughout the United States live via the DIRECTV broadcast, as well as through an Internet-based webcast.
Members of the media were required to register early from January 5 until January 10 of 2009. Registered media personnel were given an online password that enabled them to view the webcast.