Collective at the Petrolicious Drivers’ Meeting
Since
2019
We partnered with the leading digital automotive enthusiast outlet, Petrolicious, to involve a group of leading UK car clubs in a special activation at the Petrolicious Drivers’ Meeting, the first such Petrolicious branded event in the world.
“Drive Tastefully”
Taking the Petrolicious motto ‘Drive Tastefully’, we engaged eight clubs to nominate a single vehicle from their membership that had the most fascinating story. We then created a bespoke 66-page magazine that told these stories in detail, and used the content to form the basis of a pre-event social media campaign.
Results
On-event, we gathered these eight cars together in a special display, and members of each club received a ticket discount and access to a dedicated members lounge. The magazine was given out free of charge to the 5,000 attendees of the Drivers’ Meeting, enabling the participating clubs to reach an engaged, young and wealthy audience that they don’t always have access to.