audi r8 media drive
A truly premium experience.
The Audi R8 short-lead media drive brought together all of the pieces we put into media drives … and then turned it up a notch.
We were given the challenge to reach a highly targeted and influential press corps in a way that showcased the R8’s substantial driving capabilities. We also knew we had to deliver an immersive brand experience that embodied the essence of Audi performance, technology and luxury.
The event began at the Biltmore Estate outside of Asheville, North Carolina. From there, the media spent the afternoon driving R8s along the scenic Blue Ridge Parkway to the Primland Resort & Spa in Meadows of Dan, Virginia. This prestigious resort fit perfectly with the Audi brand character. The day also included briefings by members of the Audi product team, and plenty of time for the media to talk one-on-one with them.
The next morning we shuttled media to a nearby executive airport for a private jet trip to Daytona. And check out the plane. We even stuck the Audi rings on it.
On the Daytona Speedway road course the media were able bring the R8's performance to life. And here’s where we really upped the game with an innovative idea.
Prior to the event, every member of the media was contacted by our Media Concierge who reviewed the available Media Tools that we’d have on site for their personalized use and provided consultation. These tools included in-car cameras, a camera car, trackside cameras, interview cameras and even a drone. We wanted to make sure we did everything possible to help each reporter create his or her own personalized content.
Then we jumped back on the jet and capped it all off with a great night on the town in Miami.