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CASE STUDY
LA JOLLA CONCOURS D'ELEGANCE
Recognized globally as one of the finest classic automobile showcases in the United States, the La Jolla Concours consistently draws discerning car enthusiasts from around the world. This year’s La Jolla Concours theme, celebrating the Roaring 20s and the Glamorous 30s, infused the event with a sense of yesteryear nostalgia and timeless elegance. The theme served as an artistic backdrop that curated a showcase of automobiles from this extraordinary era. Attendees witnessed a breathtaking array of classic cars that epitomize the spirit of opulence and sophistication synonymous with the Roaring 20s and the Glamorous 30s. From sleek Art Deco designs to the powerful engines found within, these vehicles transport spectators back to a time of innovation, luxury, and boundless enthusiasm for automotive craftsmanship. The 18th Annual La Jolla Concours proceeds will go towards the La Jolla Historical Society, which preserves the rich history of the village of La Jolla. In addition to the La Jolla Historical Society, the La Jolla Concours benefits several additional local community non-profit partners each year.
The Olive Way
THE SOLUTION
Our campaign for the La Jolla Concours d’Elegance 2024 exemplified innovation through a 360-degree strategy that integrated influencer collaborations, diverse media relations, and strategic community partnerships. Leveraging influencers across automotive, luxury lifestyle, and travel niches allowed us to reach targeted audiences with authentic, engaging content pre- and post-event. By utilizing a blend of traditional media outlets and modern digital platforms, we ensured a wide-ranging media presence, capturing the attention of local, national, and international audiences. Our differentiation lies in the strategic convergence of these elements, creating a narrative that celebrated both the event and the broader charitable implications, with the whole event benefitting the La Jolla Historical Society. This innovative approach positioned the La Jolla Concours d’Elegance as a leader in combining automotive excellence with philanthropic endeavors, luxury experiences, and community engagement in the digital age.
THE RESULTS
The impact of our campaign was significant, resonating deeply within the targeted audiences and beyond. Through our strategic media relations, we secured coverage in top-tier local and regional outlets, including San Diego Union-Tribune and Modern Luxury, as well as national publications such as AutoWeek and Hemmings. Influencer collaborations reached 21M on social media, through partnerships with high-engagement accounts. The event saw record attendance compared to the previous year, with more TV networks covering the event than ever before. Qualitative feedback from attendees highlighted the elevated event experience, underscoring the success of the event production team. The social media team also expressed that the quality and quantity of accounts interacting with the owned social media was well above and beyond years past. This measurable success demonstrates our campaign’s effectiveness in achieving broad reach and deep engagement.
