The South Florida Auto Show, one of Greater Miami’s largest publicly attended events, retained Kiskinis Communications, Inc. in 1990 to develop and implement a program to build the show’s credibility within the automotive industry. The South Florida Auto-Truck Dealers Association, comprising 220 new car dealers from Palm Beach to Monroe counties, introduced the show in 1971. We believed that a strategic public relations program would: a. Enhance the show’s image among auto industry manufacturers and media, b. Generate additional news value for the show, c. Position the show as the first major venue each season for manufacturers to display their newest designs, d. Capitalize on Florida’s #3 national ranking in vehicle registrations – Floridians love their cars. Challenges 1. A limited number of automotive media based in Southeast U.S. 2. Auto manufacturers had no history of press conferences/model debuts at the South Florida show. 3. The event was perceived as a consumer show that benefited only the local dealers. 4. Show dates varied yearly, making it difficult for manufacturers to plan involvement. Action 1. Change the show’s name to "South Florida International Auto Show" to take advantage of Miami’s location as a cosmopolitan gateway to the Americas. 2. Offer incentives to media i.e. annual press luncheon sponsored by the South Florida Auto-Truck Dealers Association, special packages with Greater Miami Convention & Visitors Bureau, etc. 3. Develop new car debuts with manufacturers and other opportunities that encourage press coverage. Results 1. The South Florida International Auto Show is now regarded as one of the top five U.S. shows by industry leaders and automotive media 2. Attendance at the show has increased by more than 13 percent since 1990, to where it now attracts nearly 700,000. 3. Today, the show displays nearly 1,000 vehicles in over one million square feet of exhibit space.