SHOW collaborated with world-renowned car hire company Hertz to create DRIVE – The Open Road, an editorial newspaper that celebrates the past, present and future of drive culture through the prism of Hertz.
SHOW curated content to highlight Hertz’s rich 100-year heritage, marking the fun, innovative and customer-focused philosophy of the brand and looking at special editions from past and present. We interviewed celebrities and influencers about their dream cars and favourite drive holidays and commissioned expert motoring journalists to write about the romance of the road, the impressive fleet of vehicles available to hire and why many millennial drivers choose renting over ownership.
The publication was distributed with The Sunday Times newspaper in London, the South East and Edinburgh. It was also handed out at the Wimbledon tennis championships and placed inside Hertz’s premium rental vehicles throughout the world. The content created was also repurposed to feed Hertz’s digital platforms and communication channels.