ADAC and the Hubert Burda Media company agreed to enter into a strategic partnership together in July 2019 for the purposes of launching the first issue of the revamped ADAC Motorwelt this year. As general contractor, BCN is responsible for editing, branding, marketing and distribution along with production, manufacturing and printing.
The new ADAC Motorwelt will be published once every season in future. Europe’s largest magazine will offer information, inspiration and services across 100 pages – in a tangibly high-quality look and feel, in a large format and with an incredibly diverse range of content. One of our new focuses is current and future mobility concepts. This shines a light on all transportation-related topics, from events completely unrelated to the automotive industry, to topics such as cultural highlights and the modern mobile lifestyle. Advertising customers also benefit from the broader concept of mobility:
“The new ADAC Motorwelt offers high-quality platforms – such as the Lifestyle column – for the most important companies in the automotive industry. Because ADAC club members will have to pick up their copy in the future, this will help make them more aware of the magazine’s content.”
The sales concept is new and innovative. ADAC club members can pick up the latest issue of Motorwelt at around 9,500 locations, including participating EDKEA and Netto supermarkets as well as ADAC branches and service centres. With their membership card, club members can pick up their copy free of charge at the checkout of their local supermarket. The fact that ADAC Motorwelt publishes regional issues brings us close to our readers. Each regional issue will include a supplement of at least 20 pages put together by ADAC regional clubs with extra information and reports specially from the reader’s region.
The editorial concept was designed by the agency Storyboard. However, Motorwelt editor-in-chief Martin Kunz remains responsible for the content. The launch of the new ADAC Motorwelt will be supported by one of the biggest media campaigns in ADAC’s history, with a gross budget of over 10 million euros and will be featured on television and radio stations, in various printed media, online and at points of sale. This cross-media campaign was developed in line with the motto ‘Just read on (Einfach weiter lesen)’, from b.famous content studios, a joint venture between BCN and the content marketing network C3.