SEAT has partnered with Time Out, the leading global media and entertainment brand, to distribute its iconic magazine for free outside of London in the UK for the first time in its 50-year history to help launch its latest SUV, Tarraco.
The partnership forms part of the ‘Why Not Now?’ launch campaign to drive associations between SEAT and spontaneous driving experiences.
The one-off editions of Time Out will be distributed across Manchester, Birmingham and Glasgow and will feature SEAT branded covers and specially curated regional content, all linked to SEAT’s Tarraco SUV model. The partnership will also be supported by TV, OOH, Cinema, Digital Display and Social Media.
The ground-breaking partnership, conceived in collaboration with Omnicom Media Group’s PHD, content agency DRUM and Time Out’s Creative Solutions Team, launches in London on February 26, with regional editions being distributed from the March 4 with a circulation of 300,000 copies, in addition to 312,000 in London.
The Manchester, Birmingham and Glasgow editions were created by Time Out’s network of local, expert professional journalists. They feature inspiring co-branded content on regional hot-spots and unforgettable road trips.
Charlotte Cheeseman, National Communications & Digital Marketing Manager at SEAT, said: “Our ‘Why Not Now?’ partnership with Time Out reflects how the Tarraco can add inspiration to the functional. We are really excited to see this title distributed nationally, and for all corners of the UK to be motivated by what they discover.”
Ethné Twomey, Media Director at PHD, said: “Finding a partner that embodied the same sentiment as the progressive, spontaneous Tarraco audience was key to our collaboration with Time Out.”
Caroline McGinn, Global Editor in Chief, Time Out said: “SEAT is a fantastic commercial partner for Time Out. Time Out is all about inspiring people to get out and discover the unique, brilliant corners of the city. We reach and engage an active, adventurous, discerning audience – so SEAT’s focus on spontaneity felt like a brilliant fit. I’m very proud of our pop-up Manchester, Glasgow and Birmingham editions. These magazines and sites celebrate three cities which are, in their own inimitable ways, creating and shaping urban culture right now.”
Source: Time Out