The Corporation, run by former Sony Music Entertainment V-P of communications Gary Farrow, has been brought in to give the shows more pizzazz.
Automotive specialist Performance PR, meanwhile, will handle trade, motoring and consumer media.
The ‘car fest’ will run four shows at Birmingham’s NEC in October, and another four at London’s Earls Court in early November.
Emma Langford, marketing manager for organiser Brand Events, said the previous three events had been promoted by Wyndham Leigh and Mason Williams.
‘The show now needs to tell an entertainment story as well as a motoring story,’ said Langford.