Sun Media, which owns and produces SunLive, has been announced as the new major media sponsor for this year's Classic Cover Brits at the Beach Festival.

Held in Whangamata the annual four-day festival attracts hundreds of motoring enthusiasts to celebrate everything the best of British, cars, bikes, food, music, fashion and culture.

Sun Media is proud to come on board as the major media sponsor for the annual Classic Cover Brits at the Beach Festival this year. Photo: File

Organiser Colin McCabe says he is absolutely chuffed to have Sun Media on board as the event's major media sponsors.

'During a meeting with the Thames-Coromandel District Council, which is the event's infrastructure partner, we were quizzed about how we intended to grow the event from last year's 700 registered entrants.

'Our answer was to try and convince new regional marketing partners to get on board and help us spread the word of Brits at the Beach far and wide. The securing of Sun Media does exactly that!”

Along with Sunlive, Sun Media also owns and produces publications The Weekend Sun, Bay Driver, Waterline, and Coast & Country.

Directors Claire and Brian Rogers have worked in the publishing and promotion business in the Coromandel and Bay of Plenty for 36 years.

Brian says the Sun team is delighted to be on board with the Classic Cover Brits at the Beach Festival.

'Our papers and news websites circulating through the region are the perfect vehicle to help spread the message on events,” says Brian. 'Especially since the organisers see the benefits in getting the best promotion beyond the Peninsula, which only Sun Media can achieve.

'Plus we're one of the few locally owned media companies in the region, so it's exciting to be able to back local initiatives.

'We're looking forward to a great event. In the meantime, Keep calm and carry on.”

And another piece of good news: Colin says the official entries have just gone through the 100 vehicle mark, which puts the festival ahead of where registrations were last year.

'Even more pleasing is that 30 per cent of those registered are new to the event, which shows we're still growing.”

Established in 2009, Brits at the Beach was created to boost economic development in the area plus support local community groups.

A survey of local businesses following the 2013 event, which was supplied to the TCDC for assessment, estimated the event brought in at least $2 million to the community.

The Classic Cover Brits at the Beach Festival returns to Whangamata from October 8 – 11.

For more information or to register your vehicle visit: www.britsatthebeach.co.nz