Displays at men's and women's events promote use of sports cars in the winter
MISSISSAUGA, ON, Jan. 26 /CNW/ - With a new initiative designed to target affluent, active individuals and families, Porsche Cars Canada is extending its successful Winter Sports campaign by partnering with select private Ontario ski clubs. Starting on January 28, displays at Devil's Glen, Osler Bluff, Alpine and Caledon Ski Clubs will place Porsche vehicles in a winter atmosphere in front of an exclusive group of Canadian skiers.
"The members of these clubs are as active during the winter as they are the rest of the year," says Jasmin Rawlinson, Porsche Canada's Director of Marketing. "These are just our kind of customers - and we want to show them that, just because it is winter, they don't need to compromise by driving a less sporty car."
Displays featuring Porsche's model range, including the new four-door Panamera, will be on-site at each event. Equipped with winter wheel/tire packages, roof racks and other cold-weather gear, the displays show guests they don't have to give up driving fun in the winter. Participants will even be offered short test rides along with racing driver and Porsche Sport Driving School instructor Jonathan Urlin.
There will be draws for Porsche merchandise at each event. Prospects who take test-drives at greater Toronto dealers within 30 days will receive Porsche Design Driver's Selection vouchers; anyone who purchases a vehicle within 90 days will receive a free Porsche roof transport system and ski/snowboard carrier, or a $750 Porsche Tequipment voucher.
"The exciting atmosphere at these clubs is exactly right to promote Porsche sports cars to our target audience," says Rawlinson. "On an intimate basis, we'll be able to talk to potential customers, heighten their awareness about our cars' capabilities in the winter and generate test drives at our Porsche Centres."
Two Toronto-area Porsche Centres, Downtown Porsche and Pfaff Porsche, will also be present at each event, providing product knowledge and information to prospective customers.
The ski events are a natural extension of Porsche Canada's successful Winter Sports marketing campaign, which launched in October. Anchored by a microsite on www.porsche.ca, it is designed to encourage Porsche customers and prospects to take full advantage of their vehicles' capabilities year-round.
Note: Photos of all Porsche models are available to accredited journalists in the Porsche Press Database at http://presse.porsche.de. Footage material is available to registered users at http://www.thenewsmarket.com/porsche.
SOURCE PORSCHE CANADA
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