AUTOMOTIVE

COPYWRITING PORTFOLIO
Automotive
James Martin Moran
Mobile: 857-756-4305
Email: moranjamesmartin@gmail.com
LinkedIn: linkedin/in/jamesmartinmoran

SAMPLE #1
CLIENT: Various
DELIVERABLE: Case Studies
FUNCTION: Sales & Marketing Tools
NOTE: For each of the following case studies,
I acted as lead writer across multiple channels.

Situation
In 2002, Cadillac wanted to make the annual
meeting for its top dealers something special. That
year marked the company’s 100th anniversary,
reason enough to celebrate. But how could Cadillac
reward their dealers with more than just a great
party? How could they stimulate enthusiasm for the
next century of leadership in the luxury market?
Solution
The meeting was designed in three acts, climaxing
with a grand finale.
Act I was a traditional business meeting where new
vehicles were revealed, marketing campaigns
introduced and awards presented.
ACT II was a Ride and Drive at which dealers could
test-drive new Cadillac models and compare them to
the competition.
Act III was…a VIP experience and premium seats at
the Super Bowl! This unexpected reward was so
memorable and well-received that Cadillac staged its
following two key dealer meetings to coincide with
the Super Bowl.
From 2002-2004, Maritz designed the meeting with
this structure, culminating in a Gala Party that took
advantage of the host city’s famous landmarks.
In 2002, dealers got a “Taste of New Orleans” at
Mardi Gras World, featuring Cajun cuisine, a live
band, and a parade of glittering floats.
In 2003, they enjoyed a private concert by Bruce
Hornsby at the extravagant Hotel Del Coronado in
San Diego.
And in 2004, the 7,000-square-foot Crystal Ballroom
of Houston’s historic Rice Hotel was transformed
into a psychedelic space, with hanging free-form
shapes that reflected projected images of Cadillac
vehicles.
Results
Thanks to the “WOW!” factor of the Super Bowl tie-
in and high praise from Cadillac dealers, Maritz
produced these meetings for three consecutive
years at the client’s request.
For more information, please call (877) 4 MARITZ.
Key Dealer Meetings: Super Bowl 2002-2004
Cadillac

SITUATION
Honda was launching a brand-new vehicle, the Fit,
and asked Maritz to create a promotion that would
increase awareness and buying consideration,
associate the vehicle with a brand leader relevant to
the “Funky Metro” target, and create a compelling
event that would translate into consumer
impressions.
SOLUTION
Fit in the House: These special events occurred
three times in the month of June at all House of
Blues locations across the country. Musical acts
were booked specifically to appeal to the Honda Fit
target audience. To increase the product’s visibility,
car displays were placed next to the lines of concert
goers waiting for tickets. Product specialists were
on hand to dispense product information and let
consumers explore the interior and exterior of the
vehicle.
Honda Fit Cards: To create excitement and buzz,
hosts were hired to pass out baseball-type cards
listing the Fit’s product specifications. Based on the
card’s information, concert goers who correctly
answered on-the-spot quizzes about the vehicle won
$50 House of Blues gift cards, T-shirts and front-of-
the-line passes.
FitintheHouse.com: The Honda FIT cards also led
consumers to a sweepstakes on a dedicated Web
site, FitintheHouse.com. The sweepstakes ran for
one month and offered a new Honda Fit as the
grand prize. Other prizes included trips to House of
Blues locations across the country, House of Blues
merchandise and music downloads.
Honda Fit Custom Art Car: Through the House of
Blues Foundation, Honda commissioned folk artist
Jack Poppitz to custom paint a Honda Fit. This art
car was put on public display at Downtown Disney in
Anaheim, California, in front of the House of Blues
venue for the entire month of June. At the end of
the promotion, the car was auctioned off on eBay,
with the proceeds benefiting the International House
of Blues Foundation.
RESULTS
The total House of Blues venue traffic exceeded
300,000 attendees. The Honda Fit Art Car display
was seen by over 1.5 million Disney visitors during
the month of June, had over 6,000 views on eBay,
received television coverage, and was featured in
Forbes, Business Week, and Automotive News. The
Fit in the House sweepstakes received over 225,000
entries. House of Blues sent over 8.3 million
campaign emails and served over 1.2 million Honda
Fit banners on their Web site.
2006 Honda Fit/House of Blues Promotion
Honda

Situation
The Element was designed for Gen X and Gen Y, a
demographic distrustful of marketing. How could
Honda get their attention without earning their
scorn?
Solution
Let them think it was their idea. Our two consumer
promotions, one for winter and one for summer,
allowed X/Yers to discover the Element on their own
terms, in environments they perceived as authentic.
For snow sports freaks, we held an Element sneak
preview at SnowSports Expos in six major markets.
For the summertime promotion, Maritz partnered
Honda with Becker Surf Shops to create a
sweepstakes that would give away surfboards over
the weeks leading up to the U.S. Open of Surfing
Finals. Multiple consumer touch-points generated
mass awareness of the promotion, including Becker-
branded Elements at various events.
Results
Snowsports Expo attendees raved about the
Element and the exhibit, which received the “Best in
Show” award, and was later transferred to Honda’s
Corporate Headquarters for public display in the
main lobby.
Our client was equally thrilled with the results of the
Becker retail promotion, which made more than
1,800,000 highly targeted impressions.
2003 Element Launch Consumer Promotions
Honda

Situation
Honda needed to train its sales consultants on the
features and benefits of the new 2005 Odyssey, a
minivan that includes more technological
advancements than any other previous Honda
vehicle. How could we thoroughly train Honda’s
sales consultants on the new Odyssey and remain
within Honda’s budgetary restraints?
Solution
Our detailed instructional design called for sales
associates to spend a lot of “hands on” time
exploring the Odyssey’s complex technical features.
We involved them immediately by structuring the
learning sessions as a dynamic competition
motivated by team spirit and peer pressure. Working
together in teams, associates embarked on their
own odyssey into different “lands” to retrieve gold
coins as a reward for learning. Those collecting the
most coins were then allowed to compete for prizes.
During instructional breakout sessions, interactive
kiosks maximized training resources by allowing for
smaller groups to rotate between the kiosks and a
facilitator. And because the kiosks presented
product features via video and photographs, they
acted as a “virtual vehicle” that associates could
explore without leaving the breakout room.
Competitive comparisons comprised a large portion
of the learning sessions, since customers for
minivans tend to shop around a variety of makes
and models. We created an opening video that
showed competitors’ vehicles in real-life driving
situations and then showcased the Odyssey’s better
performance in those same situations.
Results
Our instructional design and innovative use of kiosks
allowed us to pack a lot of learning into economical
half-day sessions. Attendees and the client were
very pleased with the event, which reached 6,800
participants in 21 cities over eight weeks.
Odyssey Ride & Drive 2005
Honda

Situation
Honda wanted to introduce the Pilot, the brand’s
first SUV, to over 8,000 sales consultants, their
largest audience ever.
At the same time, the launch needed to adhere to
the client’s no-frills approach: “If it’s not about
selling cars, we don’t need to do it.”
Solution
We worked diligently, attentively and proactively to
plan and execute a 24-city, eight-week tour
efficiently and cost effectively.
We were fiscally responsible to the extreme when
producing collateral materials (repurposing vehicle
images in all deliverables) and deciding what
materials we’d take on the road.
And we were able to meet the original launch date,
although awarded the program two weeks later than
Honda had planned.
Results
The tour was a success in terms of number of
participants (over 7,600), attendance over time,
participant evaluations, logistics and client
satisfaction.
Attendance remained high throughout the tour, even
after the vehicle appeared in dealerships.
Attendee evaluations were excellent (4.89 out of a
possible 5).
Pilot Ride & Drive 2003
Honda

Situation
General Motors wanted to increase enthusiasm for
the HUMMER by hosting a series of local owner
events. GM also expected dealerships to foot the bill
for events held in their markets. The challenge: How
can we create engaging activities that would also be
affordable for all dealerships, from small marketing
groups bearing the entire cost to large marketing
groups sharing the cost?
Solution
Let them order a la carte. Each of the “HUMMER
Happenings” was designed with two components:
1) a standard off-road drive course hosted by
professional drivers and 2) a menu of lifestyle
activities, such as gourmet cooking, cigar rolling and
golf instruction. To solve the financing problem,
dealerships could choose the lifestyle activities that
fit within their budgets.
Results
More owners could come to the party. Dealerships in
small marketing groups were more inclined to
participate in “HUMMER Happenings” because they
were offered some financing flexibility.
Between April of 2003 and March of 2004, 63 events
were held in 31 cities. The response of the
customers to this fun and informative event was
overwhelmingly positive.
“Hummer Happenings”
HUMMER

Situation
Infiniti had recently launched a new advertising
campaign, whose look and feel we felt should be
reflected in our design for their 2005 National Dealer
Meeting.
How could we effectively integrate the campaign’s
creative approach while adhering to Infiniti’s strict
budgetary constraints?
Solution
Infiniti’s new TV ads featured an abstract brush
stroke on a dark screen that cross-faded to expose
the silhouette of the new Infiniti M. During the
reveal of the M on the first day of the show, we
duplicated the TV spot, using a scrim and lighting
effects to convey a sense of the mysterious
gradually being disclosed.
The second night of the two-day event featured a
formal sit-down dinner. We quickly and economically
transformed the ballroom at the Four Seasons Aviara
by using the same basic staging components from
the previous night, switching some and adding
others.
As guests arrived, a band, seated on a turntable,
played upbeat jazz. The turntable then rotated to
hide the band and reveal executive presenters.
During the executive presentations, the stage was
slowly lit to reveal vehicles in black-draped “jewel
boxes.” After the presentations, the turntable
rotated again to reveal the band.
Results
Infiniti and its ad agency were amazed at what
Maritz Interactions had achieved within the tight
budget.
Nissan’s VP of Marketing was thrilled that we were
able to integrate our design so successfully with
their current marketing programs. She wrote to tell
us that she received calls from many of the 400
attendees, who were very impressed by the
meeting.
National Dealer Meeting 2005
Infiniti

Situation
As relative newcomers to the Lexus model line,
hybrid vehicles appeal to a particular niche of the
brand’s customer base. Lexus wanted to host a
series of events that would: 1) reward these
forward-looking owners for being the first adopters
of the hybrid technology, 2) educate them to
maximize operation of their vehicles, and
3) reinforce their loyalty as brand advocates.
Solution
Our overall strategy was to create exclusive events
at outdoor venues in five well-chosen markets:
• Legion of Honor in San Francisco
• Bel-Air Bay Club in Los Angeles
• Pleasantdale Chateau in Orange, NJ
• Casa Malinka in Miami
• Lexus Space at Chicago Auto Show
These “green” events highlighted aspects of the
Lexus Hybrid Lifestyle for a total of 1200 guests,
who made an emotional connection to the brand in
four themed quadrants, each representing a benefit
of Lexus hybrid vehicles: Efficiency, Quiet,
Performance and Low Emissions.
Product specialists acted as hosts and informally
answered guests’ questions. They also moderated
the Hybrid Answer Bar, where guests could inspire a
lively forum by choosing a topic for discussion from
a plasma screen.
Informational kiosks employed interactive touch
screens, video and 3D features to create a series of
engaging learning modules on how to operate Lexus
hybrid vehicles to maximum capacity. The content
was also distributed in complementary brochures.
The ambiance and natural setting of each event
reflected ideas of “Eco-Elegance” and “Upscale
Sustainability” through use of decorative elements
such as moss, leaves, and berries. The Wine Bar
was constructed with reclaimed cork and recycled
glass, while the buffet served local organic produce.
Each guest went home with a unique gift bag
constructed from a recycled Lexus billboard and
filled with elegant, eco-friendly lifestyle products.
Results
The Lexus Hybrid Owner Events were an unqualified
success: 94% of attendees rated the events as good
or excellent; 72% had a higher opinion of Lexus
after the events; 89% were more knowledgeable
about Lexus; and 88% were more likely to tell
friends and family about Lexus.
Hybrid Owner Events 2006-2007
Lexus

Situation
Lexus wanted to unleash the power of its people
and reinvigorate their passion to deliver the most
compelling customer experience.
Solution
To encourage dealers to consider different and
original perspectives about customer satisfaction in
the luxury market, we suggested that Lexus look
outside of the automotive industry to companies
that were pioneers of innovative techniques in
customer handling, employee motivation and
inventory management. The strategy was to inspire
dealers to adapt some of these best practices within
their dealerships. The challenge was to present
abstracted information in an appealing way that
would make practical sense to dealers who were in
the business of selling cars.
Our solution was to create a Lexus Leadership
Summit, a two-day event held at the Aviara Four
Seasons Resort, in Carlsbad, California, from March
through April 2005. The Summit was attended by
four waves of 150 participants each.
The highlight of the Summit was a series of
stimulating experiences that immersed participants
in successful luxury brands, including Virgin Atlantic,
Apple, Nordstrom, Dean and Deluca, and Tiffany. In
The World of Luxury, a space dressed to evoke the
signature environments of these brands, participants
got first-hand knowledge of how these companies
enhanced the customer experience through
innovations in areas such as technology, operations,
architecture, and database management.
For example, dealers viscerally understood the
importance of store design and layout as they
listened to the inspirational story of Apple
Computers in an exact replica of Apple’s
revolutionary retail outlets.
The Resort itself functioned as a learning
environment: participants toured the property and
listened to employee testimonials about their
commitment to the Four Seasons’ core values.
Results
We knew we had created compelling experiences
when several dealers asked if they could buy some
of our furniture and props for use in their
dealerships. Since the Summit, Lexus dealers have
successfully applied many of the best practices to
their operations. Meanwhile, Maritz continues to be
deeply involved in Lexus’ ongoing channel
communication effort.
Leadership Summit 2005
Lexus

Situation
Lexus wanted to engage owners and handraisers in
a brand experience that would elevate their
perception of Lexus style and performance. The
event should also be flexible enough to provide
Lexus Associates with onsite consumer-oriented
training.
Solution
We created a touring environment that immersed
participants in a series of driving experiences, a
variety of lifestyle activities and innovative displays
about the Lexus brand. Each component was
designed to impress guests with new benchmarks of
Lexus vehicles and hospitality.
The lifestyle activities focused on the “passionate
pursuit of perfection.” For the pursuit of perfect
sound, we showcased Mark Levinson technologies,
the premiere audio system available in Lexus
vehicles. For the pursuit of the perfect escape, we
offered travel tips from Condé Nast Traveler.
Instruction from an ESPN Golf School instructor
furthered guests’ pursuit of the perfect golf swing.
The perfect meal was pursued during a cooking
demonstration by a Gourmet magazine chef. And of
course, in pursuit of the perfect car, guests had a
chance to drive each vehicle in the full Lexus line, as
well as their competitor vehicles, through three
unique drive zones.
The level of hospitality offered by the courteous and
knowledgeable event staff at each touch point
echoed the Lexus style of new luxury—to “make the
most of every moment.”
The consumer portion of the tour took place on the
weekends. During the week, the environments were
easily modified to train approximately 9,000
Associates in new Lexus technologies, key Lexus
competitive advantages and brand strengths.
Results
Of the 25,000 guests in 13 different cities, 82%
responded that they had a higher or much higher
opinion of Lexus, while 99% affirmed that they
would recommend the event to a friend. Guest
feedback was almost uniformly positive: “everything
exceeded my expectations;” “phenomenal;” “this
was perfect;” “awesome;” “invite me back;” “do
them more often.”
Taste of Luxury Tour 2004
Lexus

SITUATION
Although Toyota has enjoyed the reputation of
quality for many years, as the company’s vehicle
technology became increasingly sophisticated,
quality surveys indicated growing consumer
dissatisfaction. One factor explaining this trend is
that customers often misunderstand how to operate
their vehicles’ features, mistaking error on their part
as malfunctioning parts in need of service. Toyota
wished to reverse this decline in buyer impressions,
eliminate unnecessary service visits and maintain
owner loyalty by educating customers about their
new vehicles’ features.
SOLUTION
Upon analyzing the typical Toyota owner’s manual,
Maritz determined that the printed book was generic
and intimidating: translated from Japanese, stuffed
with warnings and legal disclaimers, and rarely
tailored to specific models and option packages.
We designed an alternative solution from scratch
that would create user-friendly, concise, visual and
interactive operating instructions; ensure consistent,
accurate descriptions of model-specific features; and
improve Initial Quality Satisfaction ratings.
Mobilizing our staff of expert technical writers, flash
designers, Web architects, video producers and
automotive SMEs, we created a dual format CD-
ROM/Website product education tool for the 2005
Avalon in less than 75 days. Its features include:
• Audio, video and text guidance for all
vehicle features
• Content specific to the buyer’s model
• A tour of the entire vehicle
• Video demonstrations of complex
operations, such as folding seats
• Redundant navigation for easy access to
any single piece of information
• A tutorial and complete index of features
• Links to the complete Owner’s Manual text,
Toyota.com and other useful sites
• A CD-ROM placed in every new vehicle
• An updatable Web version accessible
anytime, anywhere
RESULTS
Overall, those who used the iGuide rated the quality
of their vehicles better than those who didn’t. The
iGuide has also proven to be a valuable sales tool for
dealership associates and a shopping tool for
potential buyers who can access the Web site for
detailed presentations on each vehicle’s features.
Toyota was so pleased with our first iGuide for the
Avalon, we have since produced versions for the
Highlander Hybrid, FJ Cruiser, Camry and Tundra.
iGuides
Toyota

SITUATION
Toyota asked Maritz to create an onsite activation of
the company’s sponsorship of the Dew Action Sports
Tour. Toyota’s objectives were to: 1) Increase
awareness of the Toyota brand and product
purchase consideration among the action sports
youth market; 2) Provide relevant, authentic, high-
impact brand/product/drive experiences; 3) Sustain
Toyota’s “Moving Forward” message and establish
Toyota as a credible participating sponsor.
SOLUTION
Each Toyota vehicle functioned as a featured
attraction and a core of every fan experience. A
distinctive theme for the experiences and a graphic
presence—“Carnival of Chaos”—was created to
provide fans a unique environment that brought
Toyota’s message to life. The 40’x54’ Toyota Zone
offered fans a variety of wild attractions and
giveaways, including:
Tacoma Mudslinger: This vehicular super-soaker
cooled down fans by drenching their faces with
monster roosts of water kicked up by their friends
putting pedal to the metal in the driver’s seat.
FJ Cruiser Terrain ‘O Saurus: This all-out, full
motion-control simulator ride gave fans a hardcore
snowboard thrill complete with crushing jolts, jumps
and bumps.
Yaris Fortune Teller: Hidden from fans seated
inside a Yaris, a live fortune teller communicated
with them in this popular diversion that integrated
product information with the quirky personality of
the all-new Yaris.
Bob Burnquist’s Prius: By exploring Bob’s
personally wrapped hybrid vehicle and calling an 800
number, visitors learned how the features of the
Prius fit into the interests and hobbies of the
legendary skater and environmentalist.
RESULTS
The overall theme, look and feel drew in the crowds.
Over 123,000 people visited the Toyota Zone, with
37,519 fans participating in vehicle experiences.
Client Quote: “For the second year, Maritz took our
sponsorship of the Dew Action Sports Tour to a
higher level, which was quite a feat. The Dew
program was once again a successful example of
tapping into the lifestyle of the action sports
audience to bring our brand and product messaging
to life. Maritz over-achieved all expectations with
this activation.” – Doug Frisbie, Engagement
Marketing Manager, Toyota Motor Sales
2006 Dew Action Sports Tour
Sponsorship Activation
Toyota

SITUATION
the company’s sponsorship of the NBA to:
1) Generate awareness and buzz that Toyota was
the new official vehicle sponsor of the NBA;
2) Build awareness and consideration for Toyota
vehicles among the audience of NBA fans,
multicultural audiences and young males;
3) Immerse fans in authentic, credible, multi-
dimensional activities that allowed them to interact
with Toyota’s vehicles and basketball culture.
SOLUTION
Our integrated plan included a launch event, a ten-
week national promotion, and television support. To
differentiate Toyota from the myriad of other
sponsor messages, the solution captured the Toyota
“Moving Forward” brand values that would resonate
with the target audience, and then fused them with
predominant aspects of the NBA culture and
lifestyle—the game, the players, fashion and music—
that inspired and motivated both basketball
enthusiasts and casual fans alike.
To launch Toyota’s partnership with the NBA and the
“1on1” promotion, Toyota took part in the NBA’s
2006 All-Star Jam Session, a 6-day event in
Houston, Texas that included the Toyota Zone: a
125’x120’ multi-media experience that showcased
Toyota vehicles and experiences within the context
of a basketball lifestyle theme.
For example, a simulator ride offered fans the
chance to experience the tough, rugged and capable
attributes of Toyota trucks by creating the sense
that they were driving on the court and playing the
All Star game from behind the wheel of a Tundra.
The core of the promotion was on online
sweepstakes. Fans logged onto Toyota1on1.com for
a chance to win a full day of one-on-one time with
either Denver Nugget star Carmelo Anthony, music
mogul Jermaine Dupri or fashion icon Marc Ecko.
RESULTS
The promotion received 97 million impressions and
2.4 million public relations impressions, exceeding
the acquisition goal by 2.3%. Sponsorship
awareness was at a high of 67%. Consumer
purchase consideration was extremely strong at
77%, demonstrating that fans perceived Toyota as a
credible NBA partner.
Client Testimonial: “This was our first year with
the NBA, and Maritz did a fantastic job of creating a
program that stood out from the pack. This was a
true integration of the Toyota brand and our
vehicles with the NBA culture, and the fans loved it.
All their hard work paid off.” – Doug Frisbie,
Engagement Marketing Manager, TMS
2006 NBA Sponsorship Activation
Toyota

SITUATION
the company’s sponsorship of the AMA Supercross
(SX) and Motocross (MX). Toyota’s objectives were
to: 1) Take ownership of the truck category in the
two-wheel, motosport arena; 2) Establish Toyota as
a credible participating sponsor of the sport to both
fans and the industry; 3) Immerse the audience in
the brand and product through numerous on-site
and off-site integrated, authentic consumer
experiences; 4) Pay off on Toyota’s brand
positioning by moving the sport forward; 5) Target
two-wheel motosports enthusiasts—specifically
young makes, 18-34.
SOLUTION
Toyota wanted to make a strong impact on the sport
in its first year of sponsorship. The solution was
two-fold: 1) Fan Experiences: Give fans what the
craved the most at racing events—access to the
sport—and along the way introduce them to Toyota
trucks; 2) Athlete Experiences: To move the sport
forward, numerous resources were committed to
support the privateers (riders who do not have the
financial backing of big manufacturers) and make a
real difference in their lives throughout the SX/MX
season.
Located in the pit area of the races, the 40’x80’
“Toyota Zone” was a high-visibility environment for
fans that included an Observation Deck, tricked out
vehicle displays, photo ops and autograph signings
with top riders. For athletes, a Rider’s Lounge
offered hot lunches, internet access, training bikes,
tools, clean restrooms and video games in air-
conditioned comfort.
RESULTS
Over 264,000 fans visited the Toyota Zone at the
race or had a mechanic work on their bikes at the
local tracks; 209,875 entered the sweepstakes (both
onsite and online) and 26% of entrants wanted
more information from Toyota.
The Riders Lounge was the first effort of its kind for
the privateers and drew in 3,472 guests who
expressed their gratitude to Toyota staff over and
again.
Client Quote: “Maritz established Toyota as a
viable and credible sponsor and got brand and
product message out there in a way that
authentically talked to the motocross enthusiast.
They were given an extremely short time frame to
activate and pulled it off seamlessly. This was a
true success.” – Doug Frisbie, Engagement
Marketing Manager, Toyota Motor Sales
2006 AMA Supercross/Motocross
Sponsorship Activation
Toyota

SITUATION
By leveraging its sponsorship of BASS, the world’s
largest association for the sport of bass fishing,
Toyota wanted to reach out to America’s
“Heartland,” the company’s final frontier in the
hardcore truck market. Toyota’s specific objectives
were to: 1) Generate brand awareness and interest
among the male audience, 18-54; 2) Position Toyota
trucks as highly capable, tough and fun to drive;
3) Immerse consumers in authentic, credible
brand/product experiences tapping into the target’s
outdoor recreational lifestyle; and 4) Promote
Toyota’s environmental messages.
SOLUTION
Maritz collaborated with Toyota to build a traveling
exhibit that visited bass fishing competitions and
special events at Bass Pro Shops, the leading retailer
of outdoor sporting goods. Multiple events, activities
and touch points included:
• An 18-wheeler trailer that positioned Toyota
as the truck for the great outdoors.
• A Tundra Drive Experience that included
instruction on how to tow and park a boat.
• Interactive displays merging lifestyle cues
with Toyota trucks.
• A Sweepstakes to create buzz and attract
leads, offering as the grand prize a custom-built
barbecue made from parts of an actual Tundra.
• Tent-building and knot-tying competitions to
keep consumers engaged.
• Casting tips from a professional angler, using
the bed of a Tundra as a target.
• A photo op in which consumers could pose
with a huge fiberglass bass for a “look what I
caught” picture that they could later download
from a custom Web site, thus encouraging post-
event communication.
All of the activities and displays illustrated Toyota’s
“Moving Forward” brand positioning by offering
visitors new skills, new information and new ideas to
enhance their enjoyment of the great outdoors.
RESULTS
Attendance for the Bassmaster Classic was 45,000,
with 25,000 (55%) visiting the Toyota Outdoor
Experience. Of those, 3,300 participated in the
Tundra Drive experience. Approximately 20,000
sweepstakes cards were distributed, resulting in
nearly 3,000 sweepstakes registrants. The tour
received unprecedented coverage on ESPN and
ESPN2, for a total of 12 hours of programming.
2006 Toyota Outdoor Experience
Bassmaster Classic Sponsorship Activation
Toyota

Situation
Toyota was about to launch the 2004 Prius, an
unusual, innovative hybrid vehicle. How could they
communicate important facts about the Prius and
hybrid technology to both sales consultants and
selected consumers in an exciting and creative way?
Solution
We created two types of events for the launch:
• Elite Experience Events targeting top
Toyota sales consultants
• VIP Events targeting “influentials,” such
as environmental lobbyists, handraisers and
current Prius owners
For both types of events, we created fun and
informative presentations using the
DiscoveryTabs™ platform, a proprietary wireless
communication tool developed by Maritz
Interactions. DiscoveryTabs™ employ tablet PC
technology to blend the best of self-paced
e-learning, group-paced classroom learning and an
enriched audience response system.
Before participants drove the Prius, five eye-
catching, educational kiosk exhibits provided them
information about the history of engines, the role
visionary thinkers play in raising awareness of
environmental issues, and Toyota’s advances in
hybrid and fuel cell technology. The kiosks used
mixed media: models, video, Web and interactive
DVD.
Results
The 60-session tour reached 2,300 attendees and
earned rave reviews from participants and our
clients at Toyota.
2004 Prius Launch: “Engines of Change”
Toyota

SAMPLE #2
CLIENT: Honda
CAMPAIGN: Keep America Beautiful Sponsorship
DELIVERABLE: Website
Note: For this online campaign, I was lead copywriter
and design architect of the user experience.

KeepAmericaBeautiful@Sponsorship(2005-2OA7)
SITUATION
AlthoughHondahasbeenanenvironmentalleader
intheautomotiveindustryfor overtwodecades,the
cornpany'sdedicationto "green"issuesneededa
visibilityboost.HowmightHondapubliclypromote
itscorporatemanagersanddealersasgmd
"Citizensof PlanetEarth"andcreategreater
awarenessof theirhybridvehicles?
SOLUTION
MaritzapproachedHondatorecommendthatthey
actasthe"OfficialAutomobileManufacture/'ofthe
GreatAmericanCleanup'",a grassrcotsinitiative
administeredbyKeepAmericaBeautiful(KAB)that
involvesovertwo millionvolunteersin 30,000
cleanupeventsacrossthecountry.Asanofficial
sponsor,Hondaworkedwith usto createtheirown
speciafinitiativeentitledRoadto a CleanerAmerica,
whichfocusedspecificallyoncleaningour nation's
streetsandhighways.A keycomponentof the
programmatchesHondadealetshipswithlocalKAB
affiliatesto supporttheircommunityevents.
Honda'ssponsorshipprovidedbenefitsfor both
corporateandthedealerbody:1)a platform
encouragingactiveinvolvementbeyondpassive
nameassociationandpromotingdealershipsas
communityleaders;2) a grassrootsorientation
enablingopportunitlesfor improveddealer
engagementwithcorporateinitiatives;and
3) positiveword-of-mouthreferralsthat increased
foottrafficonthedealershipfloor.
Tocommunicatewith,manageandrewardthe
bnoadrangeof investedparticipantsat Hondaand
l(AB,wedeviseda multFplatformsolution
integratingprint,email,telephone,WeL CD-ROM,
promotions,awardsandliveevenb.
Keyfeaturesofthe programincludeda dedicated
Website(HondaCleanup.com),callcenter,dealer
actirrationkit,onlinesweepstakes(witha Civic
Hybridasthegrandprize),grantprogram($4,000
to threeKABaffiliatesachievingtop results),anda
boothat the HondaNationalDealerMeeting
showcasingsuccessfuldealer-sponsoredel€nb,
informationalvideosandsignupsheets.Hondaalso
hada visiblepresenceat naUonalevents,including
kickoffralliesin NewYorkCityandLosAngelesand
KatrinarestorationactiviUesontheGulfCoast.
RESULTS
h 20A7,164dealershipsparticipated, a 540o/o
increaseoverthe 30dealershipspafticipaUngin
2005.Thesweepstakesentriescollected20,473
names.AndHondawasfeaturedin nationwide
advertisementsplacedbyKABandon associated
pressbroadcasts.
TheRoadto a CleanerAmeica helpedusachieve
amazingresub. Thepartnerchipsformd futwen
ourlocalpaftbipatingoryanizationsandywr dealers
havebeenveryproductiv*thEir contibutionsare
muchapprxiafed.- GailCunningham,SeniorVP,
KeepAmoicaBeautiful,Inc.
Maritz
f,l

On the Road Again to a Cleaner America!
lefb trtt€t Jt lqtret*er toward a
lrflriler harfzon.
As we snter into the fourth yearof our
partnerslip with KeenAmerlcaBeastifut&,
Hondais proud,onceagain,to be the
OfficlalAutomobileManulactureroFthe
@'*,
Honda' noad ta a Cl€an€r Amerlca
initiativelrrasafl outstandingsuc*ess"Morc
th*n 160Hondadealersacrossthe cou*try
workedtogetherwith thousand*of
volunteergto cl€anandbeautifythe stfeets, rcadsand highwaysthat $letravel
everyday.Al Ke€pAmericaEeautiful's2008 |lationalConferencein Decernber,
$ru"eiCrdatAmericanCteanupParticipatlngOrganiuationsthat go the extra rnife
${iltbe awardedgrant$of $4,000eachin the Foltowingcategories:
. GreatestNumberof Street.RoadandHighwayf'lilesCleanedar Beautified
. GreatestNumberof VolunteersRecruited
r f*lostFoundsof Litter and Debri$Collected
Thelucky6rand Prizewinnerof last yeat"ss$reepsfakesdfov€hornein a flew
2007CivicHybrid.
Giventheseaccornplishrnents,we lookaheadwitl'!grest enthusissmto lntQrkittg
|'Jithnewand returninsvotunteersin 200S,Wewill continueto mstchdealers
y$itheveflt Organir*rSacrossthSCOHntry,SpOngOrkeyevents,awandgfantsand
launchanothersrrveepstakes'*thrstime, Yvitha new2008CivicHyhridasthe
GrandPrize.

/ryil
Great American Cleanup*
Kgelpillg Amarlca lsastflirf . ..
KeepAmericaBeautifuf,lnc,, the nation's
brqesr corlrnunity improvement
organEation,las engag*dlnd;vidualstc
take greaterresponslbllityfor irnproving
their comrnunifyenvironmentsfor more
than 5Sysars.Th€irsignatureprograrn'
the GreatArnericanCleanuP", is thg
natront largestannualgrassrostg
cornmuniryimpmvsmenteffort.
FromMarchlst to i'laY3l.st, more
than thf€e rnillionvolunteersin 17,000csrnmunitiesactivelypar$cipatei* 30,000
eventsdedicatedto cleaniflguil, gleeningup and beautifyingcornmunity
environnnent$acrossthp nation*from recycling,graffiti refloovalandtree planting
to playgroundcreationand buildingr€stol"atlcn'
kople of *very sge andfrom everywalkaf |ife*co*rnuaity legders,teachers,
students,organizedcorfirnunityEroups,civi!saryantsand localbusinEs$es*gei
involvedto protectour gnvironmentfar gefleratioristo coffie.

'- 4!'
1,r#F
t --:- /d$i
Honda and the Environment
&l*ndng dtaf $tttrrittsrs wa,lt
and wh*t the pianef necde . . .
Horda hss ei!'ned a .eputat;on as a
cornpanycommitted ts a clean enet
healthy environmeflt" For more than two
decades,we have ldunched industry-
leading vehicles that produ{€ fewer
emission$and ure le6sga$oiine, like the
Clvic Hybrid, th€ soon-to-be-introduced
FCx Cla!'ity Firelcelt vehicle and the ?008 Civic GX natural qas vehicle, wiftfi€r of
ACgEE?"America's Greenest qar" ai/y8rd.While we acknowledg€that automotiv€
technotogieschan0e ove,'t!me, our €omtnittilent to a cie;ner and better tomonow
never wiii,
The chaltenging spirit that g$ides osr leadership in technologYalso dirves our
efforts to find the most environrn€ntally suitable ways to manufacture our
produ*s. EecEusetfie puref,t ExpressioFof our own co{firnitmefit is how ne
oFerate our daiiy busifiess, ilondat 1r.5,auto piants meet the tsughest
international stafldaftls fof wa3te nanagement, tvater tr*atm€nl and energy us€.
Through our Green Fa{tory program, every Honda facility i5 working to reduce
emissions, reuse raw materiaSsafld recycl€paper and plasti€.
Hsnda is ccntinuing its ifldustry-:eadiilg efforts to addrcss the environ!"nsnt&l
chaliengesof global wairniflg, ernissionsrcductiori and energy sustainabiiity
through a compr€hens;v€agproacfrthat invoives iurth€r ifilrovements to
gasoline engine fuel efficiency, the d€vetoprnentof real-worfd alternatives to
gascline induding natural gas and the hydrogen-powered fuel cell car, and
technoiogy for refueling those vehicles,
Visit the following links for more information about Handa'qcommittment ts thc
enviroRment arid Honda's flybrid and Alternative Fuel velticies. such as th€ Civic
Hybrid, the Civic GX Natural Ga$V€hicle fNGCl. and the FCXSlarity Hvdroaen
Fuel CellVehicle.

Event Highlights
Eachyear, Ho4dadealerships&crossthe country sign uF to take part in the H$ndaRoadto
a CleanerAmericaprograrn.They are [hen matchedwith an affiliale or particlsating
srganizationof l(eet ArnericaEeau€iful$,where ona is available.The partn€!'shapg
developed enable r€pr€ssntatises from llonda snd KeepAmerica B€autiful to wcrlt
together during th€Great ArnericanCl€aflup'*, from f{arch 1 thraugh May 33, to imprsve
their comffiunitaes.When no pafticipatingorganizationis avail8ble,Hondadealershlpsmay
work on lh€ir dl$n to cleanup and beautify their ccrnrnunlt.res.Befowis a small sampleof
event highlights froffi th;s year's prograrn.
Williams llonda/Travers* City' l,ll
The kids loved the [Horda Roadto
a Clea*er Arnerica]hats! At
SleepingBea!'Dunesfl,istio$al
t-akeshore;n ttorthrryesiernLowef
Michiga*,aver 50 students pt,.t
forth great effort to get help clean
up and plan( tree€on garth Day.
WilliarnsHondawas represented
by SeniorSatesConsuliantCharlie
Fagelnwho demonstratedthe C;vic
Hybridat the event Bfldlent a
helpinghand to this group of
BenzieCenral students. srjtrnrsed
iy lyefldy s:eftety oF tqi{rafi5 fionda
llolrn*s llonda / Shrevepnrt, LA
tve've wsrked with l-lol$es Hondab€fore or: piojec$l Our Great AmericanCieafiup
kickoffwas March8,*over 1,000 volunteerscollectedover 75 totls :n their
neighborhoodsoq ane day in a cityra,idecieanuplAll oFth€voiuntgersreturrnedto a
c€ntral ?ocationto celebrate*fgod, mogicand pri?eswere in abundancelHondavras
well-represented*sJehad a Hondatent wlth a hybrid on disptayaild a cornputerfrorn
the d€alershipsigningup sul volunteerssn your website! It was a great day for
Shr€veFort Green and Honda! $r,&nrftedDy{f,onfinC}rt5 of srr,relrep+rtGreefi
lv,llraTs ftoica ef tfagef$e Cr:y, !4I

llonda Dealerchip ParticiPatian
A1.*BAI{A
lratrnon l{onde t2OO6}
turmerly Roeauck Hande
300 GadsdenHighway,Birmifigham,AL 35235
Tovisit grannon f{onda'swEbsite,ctick h*re.
Griesonn Hands tlOOA 2OO?rtOOSl
63QWestMeighanSoulevard.Gad*den' AL 35901^
ToviEit GrisgornHond6'3websitg, click heru.
Jerry Danecn Honda t2AOg, mO7,IOOS)
2100 BobWaNlaceAvene Southwest, HuiltsYille,AL 354S5
Tolrisit lerry DamsonHo{tda'swebsite, click trere'
f{Ing lfcndr C*r lYorld (tGl}6, 2OOt}
973 OpelikaRoad,Auburn, AL 3683O
Tovisi[ King HondaCar Wodd'sv{ebsite,click here.
ncConnell llonda (2906, 2OO7l
2840 EasternSypass,Montgomery,AL 361f6
Tovisit {'lcConnellHonda'sweb*ite, click here'
Tamercn Honda Eactern Shcts (1oO[)
9871 Justina Drive, Daphne,Al- 36526
TovisitTameronHonda'srvebsite,clickhere.
Traadvr*ll ltonda (z00el
1175EastI-65 SeruiceRoad$outh, Moblle,AL 36606
TiovisalTr€adwellHonda'swebsite, rlick hsrc'

SAMPLE #3
CLIENT: Toyota
CAMPAIGN: Avalon Direct Mail Campaign
DELIVERABLES: Brochure/Cover Letter/Promotion
Note: I acted as lead writer for consumer
direct mail campaigns announcing the
launch of new Toyota Model Year Vehicles.

SAMPLE #4
CLIENT: Acura
PROGRAM: Concours d’Elegance Loyalty Event
DELIVERABLE: Invitation
Note: This annual program invited long-term
Acura customers to a high-end car show in
Palos Verdes, CA.

SAMPLE #5
CLIENT: Toyota
PROGRAM: Annual National Dealer Meeting (NDM)
DELIVERABLE: Enrollment Package
Note: I was lead writer for all Toyota NDM
marketing communications.

SAMPLE #6
CLIENT: Toyota
PROMOTION: Friends & Family Free Maintenance
DELIVERABLE: Direct Mailer

SAMPLE #7
CLIENT: Toyota
PROMOTION: Prius Loyalty Offer
DELIVERABLE: Direct Mail

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