GM First Responder Appreciation
Trade Shows | Brand Activation | Automotive
Project Overview
General Motor’s First Responder Appreciation Program was designed to recognize the service of first responders while increasing awareness of exclusive vehicle discounts available to them. Through a 14-stop national trade show tour, attendees experienced an interactive branded booth, explored GM vehicles, and learned about the benefits available through the program.
Every detail of the activation was thoughtfully designed to engage first responders, from the custom exhibit booth and fully wrapped GM truck to interactive giveaways that created memorable brand experiences while promoting the First Responder Appreciation Program.
14
Custom Exhibit Trade Shows
600,000+
Campaign Impressions
2,600
Program Sign-Ups
The Challenge
Identify the right trade shows to effectively reach first responders while creating a memorable brand presence in busy convention environments. Through a custom exhibit, branded vehicle, and engaging experiences, the campaign educated attendees about exclusive discounts available through General Motors’ First Responder Appreciation Program.
My Role
Strategy & Planning
Collaborated with General Motors to identify and select trade shows that aligned with the campaign’s target audience.
Helped develop the nationwide event strategy to maximize program awareness and attendee management.
Planned exhibit logistics, staffing, and operational requirements for each activation.
Operations & Logistics
Coordinated with vendors, exhibit transportation, vehicle logistics, and production planning for all 14 trade show activations.
Managed event operations to ensure every activation was delivered on time and to brand standards.
Oversaw onsite logistics and resolved operational challenges throughout the tour.
Execution & Optimization
Led onsite execution, supervising event staff and maintaining a consistent, high-quality customer experience.
Ensured the exhibit, vehicles, and promotional materials reflected GM’s brand standards at every event.
Produced post-event reports and campaign recaps with performance insights and recommendations.