Bonnier Corp. has acquired The Promotion Company Inc. ― Family Events, it was announced today by Matt Hickman, vice president of brand strategies, Bonnier Corp. With this new acquisition, Bonnier will continue to expand and produce the highest quality of events throughout the U.S., reaching core audiences and increasing new participant visibility.
“This strategic acquisition will allow Bonnier to extend its high-value enthusiast audience by leveraging robust event opportunities,” said Hickman. “We view event audiences, both spectators and participants, as truly passionate. That passion drives consumer demand, deep engagement and unlimited activation potential.”
The Promotion Company ― Family Events has produced annual events such as the Hot Bike Tour, Off-Road Expo, Monster Truck Nationals, 4-Wheel Jamboree Nationals and many others for more than three decades. With the new purchase, Bonnier melds the assets and caters to a niche community of supporters that will grow revenues, profitability and the company.
“It’s been a great ride these past 38 years ― producing top-notch events with a team of professionals, partnering with industry leaders to achieve our joint marketing objectives and having fun doing what I love,” said Bruce Hubley, founder of The Promotion Co. & Family Events. “I’m honored that a family-owned company with an outstanding international reputation has acquired Family Events. With Bonnier’s acquisition, I see tremendous growth potential and incredible opportunity for our marketing partners and stakeholders.”
Bonnier acquired The Promotion Company, Inc. intact in a stock purchase transaction, the terms of which were not disclosed. Sponsors, exhibitors, participants and key stakeholders will remain with the same teams managing the upcoming 2015 event series. Hubley will continue working with Bonnier’s events division and assist in expanding the events platform.
About Bonnier Corp.
Bonnier Corp. is one of the largest special-interest publishing groups in America, with more than 30 multichannel brands extending into all platforms including magazines, digital media, books, events and product licensing. Bonnier Corp.’s brands include Popular Science, Saveur,Field & Stream, American Photo, Destination Weddings & Honeymoons, Cycle World, Working Mother and Outdoor Life. Bonnier Corp. is owned by Swedish-based Bonnier AB, a multichannel media conglomerate operating in 15 countries.
About The Promotion Company Inc. ― Family Events
Based in Indianapolis and founded by native entrepreneur C. Bruce Hubley, Family Events is a full-service promotion and marketing firm specializing in producing family entertainment and motorsports events since 1976. The company has served more than 50 markets nationally, with 30 to 40 scheduled events per year. Leading events owned and/or produced by Family Events include the 4-Wheel Jamboree Nationals Series, Monster Truck Nationals Series, Off-Road Expo, Street Machine and Muscle Car Nationals, Street Machine Nationals Series, Hot Bike Tour, Indy Mile AMA Pro Flat Track Grand National, AutoFest, The International Mother Road Route 66 Festival and Car Show, and the RCX Expo. A full list of events and information is provided online at familyevents.com.