NEW YORK: The Red Consultancy has been hired by Audi of America AS to promote a tour for the new and the certified pre-owned Audi TT model line.
Red beat out two other undisclosed firms for the six-figure account.
Red MD Mirella Cameran cited the firm's dedication to measurement as a major reason it was picked for the account.
"We built many different ways of measuring the tour with the media, footfall in the dealerships, and purchases or leasing, Cameran said. "Also, the measurement will be in step so we can adapt the campaign."
Cameran and client director Sergio Morales will lead the five-person team.
The assignment, titled 'The TT Real Road Tour,' began in August and will last until the end of the year. It will consist of a 16-state, 26-city road trip across America, linking into key Audi dealerships and Audi enthusiast events.
The event plan involves a pomp-filled drive into the cities, and targeting of high-population areas like beaches, strips, and malls, Cameran said. Red Consultancy will reach out to the local media and local celebrities like reality TV show contestants, politicians, and beauty queens. Other promotional events will include driving people to work in the car.
At the end of the week, Audi will sponsor a racing championship where the public will be invited to drive the car through an obstacle course complete with road bumps, cones, and other obstacles.
Randy Pobst, the reigning Speed World Challenge GT Series Champion and Audi driver, will serves as spokesperson for the tour.
Incepta-owned RED will work with sister agency Broad Street, which will develop the campaign logo and website.