Press Release
August 14, 2007
Audi A5 painted the town red
HAMBURG - The famous automotive brand Audi launched the new Audi A5 in Germany in June 2007. To secure an overall recognition of the new car, five towns were selected to organise a talk-of-town event. Main highlights next to the new A5 were “the road movie in pictures” made by Gabo, the German Annie Leibowitz, and a performance of pop star Seal. The German Cohn & Wolfe office in Hamburg was asked to take on media relations for the Hamburg event and gather maximum coverage on regional and nationwide level.
Prior to the event focused media cooperation with Hamburg newspaper and radio station were contracted to achieve maximum brand awareness among the relevant Audi target group. Furthermore, an exclusive interview with Gabo and the national “Welt am Sonntag” was arranged. Selected journalists and photograph agencies were invited personally to join the event.
The whole event evening followed a straight dramaturgy to get in touch with the car and to interest and surprise the media: Interview opportunities, photo shootings and personal contact to Seal, Gabo, the well-known German TV presenter and VIPs were steadily offered to the media.
The Hamburg Cohn & Wolfe office gathered excellent in-town and nationwide coverage for the event and the new Audi A5 in Hamburg. Newspapers, magazines and TV stations reported on the event. In total, there was a reach of nearly 1/3 of Germany’s population.
