Automakers, magazines forge alliances; Partners create events that attract affluent readers.(Marketing)

Byline: Tamara Warren

Automakers and lifestyle magazines are joining forces to sponsor branded events and content to target affluent readers. The promotions range from galas to luxury vacations to fashion guides.

Infiniti, the luxury division of Nissan North America Inc., promoted its redesigned M-series sedan at last month's Academy Awards. Infiniti partnered with Vanity Fair on what both called "Campaign Hollywood.''

The car appeared prominently at Vanity Fair's Oscar-night party, attended by A-list Hollywood celebrities and heavily covered in the magazine. The party included a light display featuring the graphic design Infiniti is using to promote the M series.

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