Specialty publisher Bonnier Corp. has acquired The Promotion Co. Inc.—Family Events to beef up its events capabilities.
"This strategic acquisition will allow Bonnier to extend its high-value enthusiast audience by leveraging robust event opportunities,” said Matt Hickman, VP-brand strategies at Bonnier, in announcing the deal.
Promotion Co., which has been in business for 38 years, produces events such as Hot Bike Tour, 4-Wheel Jamboree Nationals, Monster Truck Nationals and Off-Road Expo.
"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, Promotion Co. founder.
Bonnier, which is based in Sweden, own titles such as Popular Science, Saveur, Field & Stream, American Photo, Destination Weddings & Honeymoons, Cycle World, Working Mother and Outdoor Life.
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