Client
Association for Advancing Automation
Year
2024-2025
Deliverables
Media Relations
On-Site Media Interviews
Event support (media)
On-Site Media Interviews
Event support (media)
Situation
After a successful program in 2023, the Association for Advancing Automation engaged Franco for the 2025 event to lead media relations strategy and execution for Automate, its flagship event held at Huntington Place. Automate is the largest robotics and automation trade show in North America.
The main objective for the project was to secure significant media coverage, especially within the Detroit market and top-tier publications, to boost visibility, drive awareness and, ultimately, support event attendance.
Approach
Franco developed and deployed a multi-faceted media relations program for this project that included:
- Drafting and distributing nine media materials, including press releases highlighting keynote speakers, major initiatives and post-event results, as well as a media registration invite and advisory.
- Executing tailored media outreach to top Detroit-area and industry publications to secure high-impact coverage.
- Partnering with a premier exhibitor to coordinate an onsite media preview event.
- Leading the coordination of a targeted paid media opportunity – a live broadcast with WJR from Huntington Place on the event’s opening morning that included multiple on-air interviews and promotional ads.
- Collaborating with key community partners to amplify promotional efforts for the event.
- Managing onsite media interviews during the show with the client, key exhibitors and industry partners.
Results
- Secured local and national media coverage totaling 113 broadcast, podcast and print interviews and features with outlets that included Automotive News, Axios, Axios Detroit, CBS Detroit, Crain’s Detroit Business, Detroit Free Press, Detroit News, Fox Business Network, Fox 2 Detroit, Forbes, WJR and WWJ, reaching 143 million unique monthly visitors to affiliated websites.
- Supported press pass registration of nearly 150 members of the media, spanning editors, reporters, photographers and podcasters.
- Strengthened relationships with key exhibitors, including ABB and FANUC, and local partners such as Visit Detroit.
