Hagerty | Motorlux

Audience Activation

A central part of the Motorlux collaboration was direct access to eLab’s Monterey Car Week audience. Email marketing campaigns were distributed to more than 50,000 subscribers already engaged with Car Week planning, automotive events and regional coverage.

The campaigns placed Motorlux directly in front of a highly relevant audience through eLab-owned media channels, including Monterey Car Week Guide and WhatsUpMonterey.

• 50,000+ Monterey Car Week subscribers
• Targeted email marketing
• Event promotion
• Owned audience activation
• Monterey Car Week Guide
• WhatsUpMonterey

Social + Event Storytelling

eLab extended Motorlux visibility across its network of automotive, travel and regional social channels, publishing event-focused content and promotional coverage designed to keep the experience visible throughout Monterey Car Week.

The approach combined promotional messaging with editorial-style storytelling, allowing Motorlux to appear naturally within the broader flow of Car Week content across eLab-owned channels.

• Social media promotion
• Multi-channel publishing
• Event-focused storytelling
• Automotive audience engagement
• Cross-promotion across eLab-owned channels

Post-Event Video Storytelling

Following the event, eLab produced recap video content designed to capture the atmosphere, people and visual energy of Motorlux.

The finished video extended the life of the event beyond Monterey Car Week itself, creating a polished storytelling asset that reflected the character of the experience and supported continued digital visibility.

• On-site video capture
• Event recap production
• Editing and post-production
• Automotive lifestyle storytelling
• Digital video assets