SAN FRANCISCO: Nissan has launched the largest media event that it has ever held in North America.
Over the next three weeks, it plans to host more than 500 journalists and industry analysts from more than 30 countries for what it's dubbed the Nissan 360 program in San Francisco.
Journalists will arrive in 13 groups, accompanied by Nissan PR staffers from their home countries. The first wave arrived last week.
Nissan cars and concept vehicles from Asia and Europe will be showcased alongside North American models, with a total of 72 being shown and available for test drives.
The goal is to give journalists a global view of Nissan's products, as well as emphasize how far the company has progressed in the five years it's been allied with Renault, explained Kurt von Zumwalt, director of product PR for Nissan North America. The journalists also will hear about Nissan technology and marketing from firm officials.
"It's a combination of a business and a product story for these journalists," he said.
The idea for the three-week media event originated with Simon Sproule, Nissan's VP of global communications and IR and the former head of the company's North American corporate communications.
Edelman, Nissan's agency of record, is helping the company with the event. Planning began in October with Nissan communications staffers on three continents working together to hammer out the details.