Bring a Trailer (BaT), a unit of Hearst Magazines and the leading digital auction platform for collector and enthusiast vehicles, today announced the launch of a major multi-platform advertising campaign aimed at expanding awareness, consideration and adoption among car lovers of all kinds. Developed in partnership with PMG, Hearst’s creative and media agency, the campaign is a celebration of the people who live and breathe cars, and an open invitation to join a community that shares that same passion.
At its core, the campaign, titled It’s Never Just a Car, is fueled by a simple truth: For car enthusiasts, it’s never just about the car, it’s about the stories behind each vehicle, the culture built up around them and the feeling drivers get when they’re behind the wheel (or when they spot something special up for auction.) The campaign will be activated in a multi-channel, full funnel media strategy across linear, CTV, social, video, display and audio as well as within Hearst’s general and automotive titles.
“Bring a Trailer is more than just a platform — it’s a destination for community, discovery and inspiration,” said Bring a Trailer Co-Founder and President Randy Nonnenberg. “This campaign celebrates the spirit of our users and invites a broader audience to experience the thrill of buying and selling cars with a group of passionate people who truly understands them.”
Hearst Magazines President Debi Chirichella said: “This campaign is designed to raise awareness of the Bring a Trailer community and auction experience, appealing to car enthusiasts, first-time buyers and anyone with a passion for cars. It taps into the deep emotional connection with and passion people have for automobiles, showcasing the site as the ultimate destination for those looking to stay informed, engaged and connected with the car community.”
BaT’s campaign launch marks a key initiative in Hearst’s ongoing multimillion-dollar, multi-platform investment in brand-building across its media businesses, and it is the second major collaboration from Hearst and PMG. It comes after 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. Like the Chronicle campaign, BaT’s work aims to elevate the voice of the brand and the people who make it matter.
