Audi Press Event Offers the Arts and the Outdoors - Event Marketer

Audi Press Event Offers the Arts and the Outdoors

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Brand: AUDI
Agency: MVP COLLABORATIVE
Awards: EX AWARDS — BEST PRESS/MEDIA EVENT
Year: 2007

With three waves of events over six days, Audi introduced its S6/S8, A4/S4 Cabriolet and Audi Q7 models to lifestyle and automotive journalists. The first flight, aimed at lifestyle reporters, emphasized emotion and design, while the second and third runs offered automotive journalists a deep dive into the vehicles’ advanced technology and performance.

From the moment reporters arrived at Montreal’s Windsor Station, itself a design icon, they were immersed in all things Audi. Information zones—themed experiential pods—served up video, vehicles and live designers, engineers and executives (including Johan de Nysschen, the automaker’s new top man in North America), who were on hand to answer questions.

Audi set up an electronic jukebox, letting its visitors choose their own music for the event. Plus, there were the obligatory test drives, as well as themed excursions and entertainment that exemplified the Audi lifestyle—Cirque Eloize, a new-age, upscale circus extravaganza; lunch with renowned artist Bernard Seguin Poiriér (at the artist’s home); and kayaking and hiking.

Audi had a higher share of stature publication coverage for the third quarter, with 33 percent of its impressions generated by its target press, indicating that the press events did a better job of reaching the target audience. The automaker also increased its standalone coverage by 6.5 percent over the same quarter last year. The Q7 alone generated more than 200 stories in the third quarter.

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