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Situation
As Audi continues to aggressively expand its lineup of luxury sports cars in North America, it selected EWI Worldwide to partner with their vehicle logistics company to produce the “Fall Performance Collection,” a nationwide drive program to showcase the exclusive RS 4 Cabriolet, the R8 mid-engine sports car, and the all-new S5 sport coupe.  To ensure a successful launch, automotive journalists would be invited to preview Audi’s latest entries for themselves.

Solution
In order to host two waves of journalists on each coast, our Studio Creative service group first selected exclusive hotel properties in Washington, DC and California’s Napa Valley. Their décor, amenities and service evoked Audi’s brand image while offering quick access to excellent drive routes. Our planning included the development of themed graphics to brand hotel spaces – from room signage to luggage tags – as well as the arrangement of hospitality suites, catering, vehicle storage, prep and staging areas for efficient event flow at each property.

Guests arriving at the airport were greeted by our uniformed staff and shuttled in Audi Q7’s to a nearby staging area.  Audi engineers and public relations staff were on-hand to provide an initial walkaround briefing while the journalists were electronically registered for their first drive.  Later at the hotel, a formal media presentation by Audi senior management detailed the design and technical innovations of each vehicle, followed by an elegant dinner and hospitality.

The second day of each wave was devoted to putting each vehicle through its paces. Journalists drove to autocross courses set up at FedEx Field in Maryland and at Infineon Raceway in Sonoma, California.  As an added bonus, the West Coast waves had Infineon’s race track and driving instructors to themselves, making use of Audi’s new permanent “Sportscar Experience” venue.  At the conclusion of their day, our staff shuttled the journalists and their luggage to the airport for departure.

Results
Nearly 120 journalists from across the nation experienced Audi’s newest vehicles, resulting in rave reviews, raising awareness and interest among target customers.