Volvo’s futuristic concept car is packed with high-tech safety features like a sensor that "reads" the driver’s eye-level and optimally adjusts the seat, pedals and controls; video cameras embedded in the door mirrors that alert the driver to approaching cars in the "blind spot;" and a headlight system that adapts to road conditions and uses infrared technology to improve nighttime vision.

CooperKatz optimized coverage of the car, which was only in the U.S. for two weeks, by developing a creative theme for the tour, "The Art and Science of Safety," and then booking highly "mediable" venues to complement the theme:

• Washington D.C.: Ronald Reagan International Trade Center
• Atlanta: SciTrek
• Miami: Miami Convention Center
• Los Angeles: Petersen Automotive Museum
• San Francisco: San Francisco Museum of Modern Art
• Seattle: The Pacific Science Center

To maximize human interest and visual appeal, CooperKatz invited school children to the venues to learn about auto safety from Volvo’s experts. And to reach beyond the six markets, CooperKatz created b-roll and distributed it to TV stations nationwide.

In all six markets, local affiliates of CBS, ABC, NBC, FOX and WB broadcast the story. Leading newspapers like The Washington Post, Atlanta Journal-Constitution, San Francisco Chronicle and Seattle Times also featured the Safety Concept Car. In addition, the Associated Press, Wired Magazine, The Industry Standard, Tech TV, CBS Marketwatch, CNET television and CBS radio provided national coverage. The b-roll distribution resulted in 227 airings and over 16 million audience impressions.