A turnkey model for maximizing trade show ROI through strategic PR, media relations, customer storytelling, and efficient on-site video and photo production.
\nFor more than a decade, Merit Mile has served as an embedded public relations partner to Protective Asset Protection, a leading provider of finance and insurance (F&I) products, training, technology, and dealer wealth-building solutions. As part of Protective Life Corporation, a wholly owned subsidiary of Dai-ichi Life Holdings, Inc., Protective Asset Protection operates within a global Fortune 500 enterprise.
\nThat sustained partnership gave Merit Mile a working knowledge of Protective’s business, leadership, audiences, and role across the automotive F&I and specialty markets. It also established the foundation for an integrated communications program spanning public relations, customer advocacy, video and photography, creative campaign assets, and industry thought leadership.
\n","second_paragraph":"","third_paragraph":"Protective sought to strengthen its presence among dealers and the broader F&I industry through a more connected communications approach—one that could pair executive expertise with credible customer experiences and extend those stories across media, marketing, and sales channels.
\n","fourth_paragraph":"Because Merit Mile was already integrated into Protective’s communications program, work began with a shared business context rather than a lengthy discovery process. Before NADA, the team shaped each customer’s story, developed tailored interview questions and scripts, prepared all seven participants, and identified the proof points most relevant to dealer, agent, media, and automotive industry audiences.
\nMerit Mile deployed a full camera crew to Las Vegas and coordinated production across multiple NADA settings. Participating agents and dealers were transported to and from ARIA Resort & Casino, where the team completed seven filmed testimonials and headshots in one production day. Merit Mile also captured video and photography on the NADA Show floor, documented Protective’s opening-night private event, and created content that could serve both immediate communications needs and long-term marketing objectives.
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