Bring a Trailer, a digital auction platform
for classic car collectors and enthusiasts, is driving a new ad campaign.
“It’s Never Just a Car” is about the emotional thrill owners get behind the wheel. The campaign,
with creative by PMG, Hearst's creative-media agency, runs across linear, CTV, social, video, display and audio as well as within Hearst’s general and automotive titles.
BaT, a unit of
Hearst Magazines, was founded in 2007 and currently has 1.5 million registered users. The campaign reflects the brand’s ongoing growth ambitions.
The creative, designed to raise
visibility of the Bring a Trailer community and auction experience, focuses on the people and stories that make up car culture — first-time buyers to lifelong collectors.
Jon Dupuis, PMG
president, told Agency Daily: “All car lovers have their unique quirks and passions. We leveraged this insight to develop a campaign that celebrates the deeply human side of their passion
and highlights the car auction community in a new way. We look forward to seeing how the campaign continues to expand Bring a Trailer's reach while maintaining its position as the go-to destination
for car enthusiasts.”
advertisement
advertisement
With nearly 1.5 million registered users, BringaTrailer.com wants to redefine what a car auction
experience can be.
This is the second major collaboration from Hearst and PMG, following the March debut of “There’s More with the Chronicle,” a multi-channel initiative
spotlighting the power and importance of local journalism via the Houston Chronicle and San Francisco Chronicle.
PMG's client work also includes Best Western Hotels, McAfee and
SurveyMonkey.