We were not deterred by the fact that another automotive brand was the official sponsor at TIFF. We negotiated deals directly with studios such as Warner Brothers, Sony Classics and Paramount Vantage offering Audi vehicles and drivers to chauffeur actors, directors and producers.Then, capitalizing on our relationship with the media, we negotiated sponsorships with Time, Hello and Inside Entertainment magazines that integrated high profile events, advertising and editorial exposure.

We leveraged Audi of America’s relationship with Wire Image who provided photographers to cover the celebrities arriving on the red carpet in Audis. These images were posted on their web site to be utilized by publications around the world.

A highlight of the festival was an unforgettable car installation at Hello’s party in a downtown nightclub. Through behind-the-scenes manoeuvres we created the illusion of the R8 floating in a swimming pool at the club.

Audi’s presence was ubiquitous. Participating at 7 premiers and 10 parties, Audi provided 368 separate drives for over 50 celebrities. Returning 2:1 on our investment we generated major publicity that elevated Audi to the ‘sexy” car of choice. Brad Pitt loved the Audi Q7 so much - he bought one!