Subaru of America

Subaru Impreza Launch - Media Event

What if . . .
In less than 8 weeks we could conceptualize, design, locate and transition a blank space into an exclusive event for an automotive client outside of a traditional auto show booth space?

Subaru of America, PR wanted to execute an exclusive global debut of the all-new 2017 Subaru Impreza, beyond the walls of the Javits Center and New York Auto Show Floor Press Conferences.

EWI produced the full event, from scouting the perfect location, to sourcing an up-and-coming local Brooklyn that transfixed the audience with their uniqueness, to the careful coordination of the one-of-kind prototype vehicle, keeping it under-wraps on busy NYC streets, and moving it back into Javits in the wee hours of the morning, in time for auto show press.

In less than 36 hours, EWI transitioned the Altman Building in the heart of Chelsea with over 13,500 square feet of blank space into an energetic and immersive brand environment, where guests that included international media and Subaru executives enjoyed NYC-themed culinary delights, while laughing and dancing the night away.

With a fully packed, elbow-to-elbow crowd, the All-New Impreza received the debut it deserved. The attendance goal was exceeded by nearly double, a tribute to the event creative, entertainment, and global appeal of Subaru.

"EWI produced an event that struck the balance of fun, refinement and brand authenticity Subaru desired for the sneak peak of the 2017 Impreza. We transformed the open space into a vibrant event, true to the Subaru Brand, against the backdrop and energy of New York City. The house was packed into the night and to the satisfaction or our clients, was the talk of the (auto) show at Javits the following day."

- Tara Dziurman

  Global Account Director, EWI Worldwide