Hagerty and Newsweek are partnering for activities tied to the second annual Detroit Concours d’Elegance.
The collaboration helps further both Hagerty and the event’s national awareness and reach with the general population, with little overlap with the enthusiast-focused Hagerty Drivers Club magazine, per a Hagerty spokesperson.
The Detroit Concours aims to bring the community together around the love of cars. This includes partnering with the automotive industry’s leading brands to offer enthusiast-centered experiences.
Brand partners include Alfa Romeo, Detroit Area BMW Centers, Bollinger Motors, Fiat, LaFontaine Classic Cars, McLaren, Mobil 1 and Reliable Carriers.
Hagerty’s Detroit Concours gives Newsweek a unique opportunity to pitch its 2024 upfront paid media to automakers and their agency partners during in-person meetings this Friday at the Detroit Institute of Arts, which is once again the location for the gathering of classic vehicles.
Newsweek sees value in supporting the event and the city of Detroit, says Kevin Gentzel, Newsweek global chief commercial officer.
“Detroit and the automotive industry shares core values with Newsweek: persistence, determination, innovation and growth,” Gentzel tells Marketing Daily.
This isn’t the first automotive collaboration from the news organization. Newsweek recently partnered with Kia for an online section about sustainability.
For Detroit Concours, Hagerty and Newsweek are coming together to present automotive thought-leadership panels, which will feature top-level automotive executives to share insights in this EV-transition period. The four panels will be covered and highlighted nationally in Newsweek, as well as across both Newsweek and Hagerty’s social channels.
“For Hagerty, we want partners that want to grow with us,” says Doug Clark, vice president, commercial partnerships, Hagerty. “Newsweek is absolutely one of these key partners. And we hope that this proof-of-concept finds its way beyond Detroit Concours.”
Last year’s event attracted 5,000 attendee across four different events. This year’s event, taking place Friday and Saturday, will feature Ed Welburn, a 44-year veteran of General Motors’ design team, as chief judge.
Activities include a Future Drivers Club, with automotive activities designed just for kids as well as complimentary Mobil 1 Hagerty Ride & Drives which are available to the public on a first-come, first-served basis.
Hagerty is a leading provider of specialty vehicle insurance, expert car valuation data and insights, live and digital car auction services, immersive events and automotive entertainment for the 67 million Americans who self-describe as car enthusiasts.