In 2007, Germany luxury carmaker, Audi, will target sailing, golf and culture as its major brand campaigns to support further growth in Australia.

Expecting sales growth of at least 10 percent in 2007, Audi will make significant investment into raising image and awareness in Australia, and targeting conquest sales through key major events.

Audi will invest heavily in the sport of sailing and is now the major partner of Australia’s top sailing events including the Audi Sydney Harbour Regatta in March, Audi Hamilton Island Race Week in August and the Audi Winter Series (CYCA) from April to July, plus several more Audi-sponsored offshore races.

Citing a strong connection between the competitive sailing industry and innovation in vehicle manufacturing, Audi managing director, Joerg Hofmann, believes that sailing is a key property for the brand worldwide.

“Audi and the sport of sailing are linked through innovation, heritage, high-technology and strong competition,” Mr Hofmann said.

“In the spirit of our brand values of Sportiness and Progressiveness, we believe that sailing is an important springboard for awareness in Australia in future years,” he added.

New national championship

Audi has also announced the introduction of a new International Ratings Certificate IRC championship - the Audi IRC Australian Championship - made possible through its support of key regattas in Australia including Skandia Geelong Week (RGYC) where Audi is official car partner and sponsor of the IRC series; Audi Sydney Harbour Regatta (MHYC); Audi Hamilton Island Race Week (HIYC) and the Audi Sydney Gold Coast race (CYCA).

Following on from the final race at the Audi Hamilton Island Race Week, the Champion will be announced, with an Audi Q7 SUV as the major prize.

Supporting sailing from the grassroots level through to Olympic-standard competition, Audi is the major sponsor of the CYCA’s Audi Youth Sailing Academy and the Australian Sailing Team which is currently campaigning strongly for the 2008 Beijing Olympic Games.

Audi’s Australian General Manager of Marketing, Mr Javier Degen, says that Audi is a strong supporter of sailing also in Europe, especially in Spain and Italy, however the sport is clearly an excellent fit for the brand globally.

“Audi and competitive sailing go hand-in-hand thanks to high levels of innovation, the latest technology and the passion to be the best,” Mr Degen said.

“For example, the Oatley family’s super-maxi, Wild Oats XI, is designed and built in Australia using the very latest technology and campaigned by a highly successful and dedicated team of sailors with international experience.”

“With several Sydney to Hobart wins under its belt, Wild Oats XI continues to compete in Australia and overseas thanks to the passion of the owner – Bob Oatley – and the crew. Through Audi’s support of sailing, we want to encourage more boats of this level into Australia to compete in Audi-sponsored regattas. Top international and local competition will go a long way in raising awareness of the sport, and of the Audi brand, in this country,” Mr Degen said.

Audi Golf Sport 2007

The brand will also continue to run its successful national amateur golf tournament, ‘The Audi quattro Cup’, which is part of a huge global challenge drawing golfers from around the world to one major international final. Thousands of players compete annually in the Audi quattro Cup. In Australia, the quattro Cup is a special invitation-only event, sought after by key clients of the company’s national dealer network.

Audi is also a major sponsor of the MasterCard Masters golf tournament in Melbourne.

Audi and Culture in 2007

To convey Audi’s brand value of Sophistication, the carmaker has become the major sponsor of Sydney Theatre Company’s STC Actor’s Company from 2007. The brainchild of renowned Artistic Director, Robyn Nevin, the Actor’s Company is the only ensemble cast of its kind in Australia and indicates the dedication of STC to ensuring the highest standards and the longevity of theatre in Australia.

Cate Blanchett and Andrew Upton have been announced as successors to Robyn Nevin when she retires from STC next year.

Audi Art Prize

This month, Audi announced a new national Art Prize, the Audi Art Prize, in support of emerging Australian artists. This year, the Art Prize calls upon entrants to create a work celebrating the iconic and athletic new Audi TT. The winner of the 2007 Audi Art Prize will be announced at a major interactive art event on 29 March at the MCA in Sydney.

The winner will receive a $20,000 grant towards the development of their artistic career, and will become Audi’s artistic ambassador for 12 months, driving an Audi TT.

Audi will also sponsor the 2007 Festival of German Films in April, with the Goethe Institute, along with the German Operatic Awards with the German Chamber of Industry and Commerce.

Managing director, Joerg Hofmann, says the brand requires a very rounded approach to events and sponsorships in order to maintain a high level of growth.

“Via these three core areas, Audi clearly conveys its brand values of Sportiness, Sophistication and Progressiveness. With our support of sailing, golf and culture we will reach many potential customers in Australia, allowing us the opportunity to give them an Audi Experience of the highest calibre,” Mr Hofmann said.

“Our goal is to achieve conquest vehicle sales and we believe we have the product in place, the facilities and now, the campaigns which truly highlight the Audi brand in the best-possible way.”

Even the Audi Trans-Continental Crossing will make a return this year to showcase the new A6 allroad quattro and additional Q7 engines. Following on from the enormous success of the 2006 event to launch the new Q7, the Audi Trans-Continental Crossing proved so popular with international audiences that Audi Australia has trademarked the event and is already planning the second year, focussing on international VIPs and media guests from Audi’s global sales operations.

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