As the automotive world prepared for the 2006 New York International Auto Show (NYIAS) in April, American Suzuki Motor Corp. (ASMC) and its AOR, PainePR, were determined to craft a distinctive, city-specific effort to generate excitement around both the automaker's exhibits and the event itself.
To do that, ASMC partnered with NYIAS organizers and NYC nonprofit The Fresh Air Fund, essentially transforming a 2006 Grand Vitara X-Sport into a giant coloring book.
Strategy
ASMC positions its Grand Vitara as a vehicle for ...