Automotive Events Thinking that moves.

SUBARU FORESTER MEDIA LAUNCH

When Subaru launched the 2009 Forester, they turned to long-term agency partner, AE to design and execute a media launch event that would showcase the wide range of performance improvements to the new SUV in a unique, compelling and memorable way. After careful research of locations and the car, AE selected the remote, rugged and unspoiled Catalina Island to showcase Forester’s capabilities. The only challenge-Catalina Island is off limits to cars. AE worked with the island conservancy to gain permits to transport cars, journalists and supplies onto the island and created a program that made it a must-attend event for the automotive media. After the drive, the 50+ journalists acclaimed the event a success. None had ever driven the prescribed course before, and all called it “one big thrill.” Most importantly, the reviews of Forester’s off-road capabilities were outstanding.  Subsequently, the Forester was chosen “Sport Utility of the Year” by Motor Trend magazine.