Primedia, Inc. has launched an automotive lifestyle series that it says will combine the most popular motor sport trends from around the world with key car culture and lifestyle elements in a fast-paced, engaging environment.
Hard Drive is a multi-dimensional, interactive driving and lifestyle event that also features officially sanctioned racing and show car competitions, a gaming pavilion, live music, DJs, model contests, a vendor midway and more.
Hard Drive will be promoted nationally in print and online throughout 2005 in Primedia’s automotive and action sports titles.
The series begins March 11 at California Speedway, and ends there Oct. 8. The tour will stop in eight other markets.
A main attraction of Hard Drive will be performance car “ride ‘n drives,” which will give attendees the chance to put new and future models of manufacturers’ vehicles to the test on autocross tracks, including models such as the Dodge SRT 4, VW GTI and Jetta A5.
The series is a joint partnership between Primedia and automotive event specialists Event Solutions International, Inc. NXTagency, the premier youth culture marketing firm, will promote the series to young automotive enthusiasts.
Primedia is the parent company of PROMO.
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