Before a car ad makes it to television screens, the vehicle must first earn media attention from auto writers at some of the biggest auto shows in the world – Paris, Los Angeles, New York. Getting time and coverage with journalists is a mark of credibility and provides earned media that’s incomparable to other categories. Rather than debut its made-over Kia Sorento amid a boring press conference or with a showgirl ta-da! reveal, Kia and its experiential agency created a unique, attention-getting exhibit that represented the challenging terrains and adventurous destinations fit for the Kia Sorento. An indoor ski activation, Sonoma Valley wine tour, rock climbing in the desert, and surfing in San Diego were part of a fully immersive, 18,000-square-foot exhibit that brought the press to Kia rather than the other way around.

In the crowded auto show environment, car manufacturers have lots of competition for the all-important media attention. There are booths that are theatrical and high-tech, modern and sleek. To stand out, Kia's exhibit went beyond those traditional designs to harness the performance attributes of the automaker's new Sorento and create an experience for visitors that engaged and drove media attention. The effort attracted more than 4,000 media representatives to the exhibit and captivated them long enough to truly learn about and be inspired by the new car. The themed exhibition space spawned thousands of social media engagements and stories, and coverage discussed the adventurous spirit of the Kia brand and the strength of the vehicle at length. The new Sorento officially launched several months later, but the positive glow around the vehicle was established at the all-important LA Auto Show.