| EVENT REPORT 02.18.08 10:03 AM |
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| Marketing Fuel |
| The auto industry is using flashy lights, feature walls, V.I.P. lounges, and interactive exhibits to catch the attention of the more than 300,000 expected visitors amid 850,000 square feet of space. |
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With the theme "The Turning Point," the 2008 Canadian International Autoshow—which opened at three venues within the Metro Toronto Convention Centre and Rogers Centre on Friday and runs through February 24—highlights new technologies, from satellite radios to fuel cell updates. With more than 1,000 new cars and trucks on display, several booths also showcase forward-thinking style in an effort to attract visitors amid the more than 850,000 square feet of show space.
Displays range from sprawling, dealership-like booths to more intimate, boutique hotel-influenced settings. Lounges, a common thread among booths, feature the look of hotel bars and lobbies, with items like cream-suede chairs and contemporary coffee tables. |
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PHOTO GALLERY |
 | A bright-red section of Volkswagen's sprawling booth included simulators for the company's new GTI car.
Photo: BizBash |
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 | A row of glass-paneled lights acted as a backdrop to Infiniti's hotel-like marble and wood desk, complete with fresh flowers.
Photo: BizBash |
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 | A natural-coloured stone wall reflected Jeep's rugged, outdoorsy image.
Photo: BizBash |
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 | Volkswagen kept kids in mind with its Rabbit Petting Zoo play centre, a nod to its newest vehicle model. Features included live rabbit races and carrot colouring pencils.
Photo: BizBash |
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 | The colours of a tall display at Mercedes continued into the carpet, creating an upscale, hotel-like look.
Photo: BizBash |
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 | G.M. brought a touch of fashion to the world of cars with a lit-up runway to spotlight new models.
Photo: BizBash |
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 | Audi's simple but eye-catching bright-orange panel popped against the neutral colours of the convention centre's floors and walls.
Photo: BizBash |
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 | Looking to the future, Hyundai's curvaceous booth had a modern feel, and was covered in a transparent cloth canopy to let light in.
Photo: BizBash |
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 | A wall of black-and-white action shots, part of Mitsubishi's latest ad campaign, took on the look of an art gallery.
Photo: BizBash |
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 | Going beyond the basic rotating stage, Kia used coloured lights above and below to highlight the futuristic Soul Concept 2009 car.
Photo: BizBash |
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In a nod to the future, Hyundai is highlighting its 25th anniversary in Canada with a modern, curvaceous booth constructed of white arches covered in a sheer white canopy. The booth also has two displays illustrating the time line—one of an '80s-style basement rec room with Pac-man video games, and another featuring a sleek and modern living space with a Nintendo Wii.
Audi, Mitsubishi, and Jeep all have different takes on feature walls, from a bright splash of colour to a wall emulating an art gallery. Staging ideas like G.M.'s runway create a focal point in its oversize booth, and lighting proves an important decorating element for companies like Kia and Lexus.
Interactive booth elements include Volkswagen's simulator rides and Porsche's listening centres and laptop stations. Volkswagen's Rabbit Petting Zoo Playcare Centre, a marketing scheme premised on the company's new model, includes a sectioned-off area for rabbit races—a draw for kids whose parents take them to the show.
—Erin Letson
RELATED TOPICS
Canadian International Autoshow, Audi, General Motors, Hyundai, Infiniti, Jeep, Kia, Lexus, Mercedes, Mitsubishi, Volkswagen
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