Hagerty Festival of the Unexceptional

Hagerty International’s growing reputation in the classic car and bike insurance market is very much underlined by the quality and relevance of their content marketing. To add value to their astonishingly successful Festival of the Unexceptional event, Hagerty wanted a cost-efficient and popular keep-sake to engage fans and keep the brand front of mind.

The Challenge

The time between when public exhibitor entries close and the event takes place is just three weeks. This was considered impossibly tight to create a very high quality communication that was considered meaningful and engaging, and that would break even as a marketing exercise. Hagerty turned to Narrative Media for turn-key solution.

The Solution

We came up with a coffee table book concept that was designed and signed off within three days with minimal client intervention. We attended the exhibit selection process with Hagerty management and immediately swung into action by designing and writing world-class coffee-table book featuring all entrants. From start to finish, this hard-backed book was a fitting legacy publication to celebrate 5 years of the Festival of the Unexceptional.

The Results

The Hagerty International Festival of the Unexceptional book sold 600 copies on just one day. It delighted every exhibitor and gave Hagerty a high quality legacy publication to give to media and opinion-formers, as well as creating profitable sales of a Hagerty branded book to a highly receptive market.

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