Hearst Autos Flaunts Its New Look at New York Fashion Week

"I think of every activation and interaction as having a consumer point of view," says CMO Michelle Panzer

- Credit by Producer: Nick Gardner
Headshot of Sara Jerde

Hearst Autos used an old school marketing method this week to tout its new look, with an eye-catching newsstand pop-up plopped in the middle of New York Fashion Week.

Execs began rolling out Hearst Autos’ new look, which is intended to “simplify” the brand, in June, said chief marketing officer Michelle Panzer.

Pop-up marketing has been part of that strategy, Panzer said, and kicked off with an ice cream truck that gave fans more information about the brand’s new look.

That pop-up marketing tool reemerged Tuesday as a bright yellow newsstand Hearst Autos built in Duarte Square near Spring Studios in the fashion-focused Tribeca neighborhood of Manhattan, where several runway shows are held.

People wearing bright yellow custom coveralls were on hand at the newsstand passing out yellow treats, including umbrellas and flip flops, to attendees walking between Fashion Week venues.

“I throw away what we would normally consider B2B marketing, and I think of every activation and interaction as having a consumer point of view,” Panzer said.

@SaraJerde sara.jerde@adweek.com Sara Jerde is publishing editor at Adweek, where she covers traditional and digital publishers’ business models. She also oversees political coverage ahead of the 2020 election.
Publish date: September 11, 2019 https://stage.adweek.com/digital/hearst-autos-branding-new-york-fashion-week/ © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT