The North American International Auto Show (NAIAS) announced today it is expanding its partnership with Lambert & Co., Michigan’s largest public relations firm, to manage media relations and provide social media strategy and support for its 2019 and 2020 events. The engagement continues NAIAS’ ongoing transition of integrated communications activities to multi-point, best-in-class partners to effectively serve the evolving automotive and mobility industries and the international media covering them.

As the show prepares to undergo its most significant transformation in the past three decades, the Detroit Auto Dealers Association executive leadership is expecting 2019 to be the launch pad for the expanded 2020 format, presenting new ways to support automakers, suppliers, sponsors, and industry and governmental leaders. NAIAS will draw on the depth of Lambert as an experienced agency partner to provide flexible media relations, social media and experiential marketing support.

Lambert is a global leader in automotive and mobility PR, working with publicly traded and privately held companies based in 20 states and six countries. The firm serves clients in all aspects of the industry, ranging from Tier One and Tier Two suppliers to technology companies and engine innovators aftermarket suppliers and retailers, specialty vehicle manufacturers, and economic development, advocacy and industry organizations in and around the global automotive and mobility market. Lambert won a 2018 Public Relations Society of America (PRSA) Silver Anvil for a vehicle manufacturer showcase program and is a finalist for the PR News Platinum Award for its 2018 NAIAS social media work.

“Over the past three years, Lambert has managed and magnified NAIAS’s Twitter, Facebook, and Instagram social media platforms, and the addition of the day-to-day media relations support, newsroom and expanding integrated marketing support reflects their proven track record and continued acceleration of our consumer, media and partner engagement,” said Rod Alberts, Executive Director of the DADA and NAIAS. “Their national and international reach, coupled with their expertise beyond automotive in consumer, experiential and destination marketing, are critical additions to the team as we transform North America’s largest auto show to a global auto showcase and experience fitting of the world’s capital of cars, Detroit.”

About the North American International Auto Show

In its 31st year as an international event, the NAIAS is the most influential annual automotive event in the world. NAIAS is where future mobility innovations meet the pavement. With the largest concentration of the world’s top automotive and technology executives, designers, engineers and thought leaders, NAIAS serves as the global stage for companies to debut brand-defining vehicles and industry-shaping announcements. NAIAS is unmatched in the industry in presenting six unique shows in one, including: The Gallery, an ultra-luxury automotive event, AutoMobili-D, an inside look at future mobility platforms, Press Preview, Industry Preview, Charity Preview and then concluding with a nine-day Public Show. For more information, visit

Media Contact:
Amanda Niswonger
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C: 586-855-7337