Global: Mazda teams with George P Johnson for auto show experience

Automotive brand Mazda North American Operations (MNAO) has partnered with experiential agency George P Johnson (GPJ) to develop an auto show booth experience.

Mazda: partnering with agency GPJ
Mazda: partnering with agency GPJ

The partnership and redesign of the auto show experience will take place across all national and regional auto shows, and is aimed at better engaging prospective customers in the car research and purchasing-decision phase. The booth will allow customers to interact with the cars, ask questions of the on-site team and explore Mazda’s authentic story of passion, craftsmanship and innovation.

The booth redesign seeks not only to build a new look for the booth, but instead creates an integrated, immersive experience that brings the brand’s story to life through dynamic architectural design, intimate engagements and compelling media content.

Russell Wager, vice president of marketing for MNAO, said: "Customers today are more leery of traditional marketing messages, providing an opportunity for savvy brands to find new ways to connect with their customers. We’ve found that as people see, sit in and drive Mazda vehicles, they are more likely to choose Mazda over our competitors. The auto show experience allows an important opportunity for Mazda to connect directly with customers in an integrated approach — aligning our efforts across every customer touchpoint, in a seamless way."

GPJ president Denise Wong added: "With this landmark partnership between leaders known for defying the status quo, GPJ and Mazda are primed to challenge the industry and exhilarate drivers everywhere. We are thrilled to begin working together to launch a new era of brand experiences; one that pushes the boundaries of performance and technology, and redefines how a car and customer can connect."

As part of the new partnership, GPJ has formed a dedicated Mazda team to work directly with the team at MNAO. The new booth designs, which are currently in development, will be used across 54 shows in the next auto show year, with the first of the new designs to premier at the Orange County International Auto Show in October.

MNAO is headquartered in Irvine, California, and oversees the sales, marketing, parts and customer service support of Mazda vehicles in the US and Mexico through nearly 700 dealers. 

Mazda brought its Raise Roof activation back to the Goodwood Festival of Speed this year. Agency Itch was appointed by the brand last year to activate its presence at the event. 

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