NEW YORK: Spike TV has hired Brandware PR to help publicize a new auto awards show designed to raise the young network's profile among its most coveted demographic.
The show, AutoRox, is a cross between an auto show and an awards ceremony targeted to young men. Spike has added several auto-related shows recently, such as Ride with Funkmaster Flex, Reality of Speed, and Car and Driver Television.
AutoRox, planned as an annual event, will be "the type of show where cars are the stars," said David Schwarz, director of communications for Spike.
Brandware has been hired to publicize the show in the auto industry and auto trade press, partially with an eye toward recruiting judges for several nominating committees.
Committees will select finalists in categories still being determined, and then viewers and visitors to Spike's website will be asked to vote for winners.
The agency is also touting the show to automakers as a prime opportunity to unveil new models and to extend media attention for products being unveiled at January auto shows in Los Angeles and Detroit, said Elke Martin, a Brandware founder based in Atlanta.
The awards show will air January 25, but will be taped in Santa Monica's Barker Hanger on January 22.
Spike is planning to have a celebrity host, celebrity presenters, and musical acts as part of the show.