The combination of the nation’s two largest auto industry associations, Global Automakers and The Alliance of Automobile Manufacturers, has resulted in the new Alliance for Automotive Innovation. Branding and marketing agency Grafik was chosen to introduce the new entity and provide ongoing support. The Alexandria, Virginia-based firm led the naming, visual identity, brand strategy and transition planning, culminating in a national launch at the recent annual CES conference in Las Vegas, NV.
The integrated campaign introducing the new brand featured outdoor billboards in key auto markets, digital display campaigns and a VIP launch party for members and stakeholders at CES. Early campaign results feature high audience engagement on both the organization’s new website as well as on social media channels.
“Launching the Alliance for Automotive Innovation is an important milestone as it introduces a singular, clear and respected voice of the automotive industry,” said John Bozzella, president and CEO of Alliance for Automotive Innovation. “We valued our long-standing partnership with Grafik and their work with Global Automakers. It was a natural choice to have them lead us through this important transition and establish a strong brand and industry presence for Auto Innovators. We are very pleased with the positive feedback we have received from our members and the visibility the Alliance for Automotive Innovation has received across the industry.”
“It is always special to launch a new brand,” said Lance Wain, Principal and CEO of Grafik. “Introducing the Alliance for Automotive Innovation was a truly collaborative effort, from establishing the brand’s strategy to seeing it come alive in a national, omnichannel campaign. Positive market reception was both exciting and rewarding—but most importantly, it established a strong foundation for the brand’s future marketing and communication initiatives.”