People don’t want a car that simply takes them from point A to B, they want a car that they believe in. We worked alongside the brand to shift perception for INFINITI as a first-of-its kind vehicle. Considered the most important vehicle the company has ever produced, the launch of the 2019 INFINITI QX50 with the world’s first production variable compression ratio engine was crucial for the brand.
To educate auto enthusiasts and the general target audiences about the importance and benefits of the world-first technologies, the team generated broad lifestyle interest and attention to the new model with powerful exterior design and hand-crafted interior. This contributed to overall sales by generating awareness of the QX50’s superiorities in the segment and widely communicating brand messaging on driver empowerment.
In launching the QX50 we invited media on a national and global level for a unique lifestyle program in Southern California. Throughout the program, media were able to experience some of the most notable landmarks along California’s coast while experiencing the new VC-Turbo engine, ProPilot Assist Technologies and the overall comfort and luxury of the vehicle’s interior.
Using key messaging connected to the inspiration of the vehicle, we targeted top-tier design and lifestyle media to share the Japanese influence behind the two-toned interior of the QX50. Through this depiction, the vehicle became known for having one of the most luxurious and comfortable interiors in 2019.
What We Did:
Media Relations | Organized PR Strategy & Execution | Press Material Drafting | Program Planning & Execution |
Secured Earned Media Placements
Prior to the 2019 QX50 going on sale at dealerships nationwide in spring 2018, the launch programs generated substantial momentum, with over 85 million media impressions. A heavy majority of the placements were positive and moved the needle for the brand. There have been a record-breaking 15,000+ reservations for the 2019 INFINITI QX50.