Porsche announces partnership with NXNE festival

Sports car brand associates itself with 2017 edition of the annual music festival in Toronto

MISSISSAUGA, ON, June 13, 2017 /CNW/ - The sports car manufacturer from Stuttgart announced a partnership with NXNE (North By Northeast) thereby inviting visitors to discover Porsche and its fascinating model lines in various and somewhat new ways. The festival, which incorporates several interactive areas, opens in Toronto on Friday, June 16, and runs through Sunday, June 25, 2017.

Highlighting this partnership is a Porsche 'Pop-Up' experience at the Port Lands of Toronto, which will invite young and young-at-heart attendees to make an emotional connection to Porsche sports cars through their exciting sounds.

"The partnership with NXNE will enhance existing marketing activities we have fostered in recent months and further expand the awareness of our brand to a young and urban demographic," said Margareta Mahlstedt, Director of Marketing, Porsche Cars Canada, Ltd. "The various activation zones will allow us to reach a wide group of individuals that have a vast variety of interests, including innovation, music, and video games."

Port Lands
Discover a new Porsche 'Pop-Up' experience coming to Toronto following other influential cities like New York, London, and Shanghai. 'The Sound of Porsche' is an interactive multi-sensory brand experience where guests will have the opportunity to explore the different stories that have shaped Porsche's history, defined the iconic cars, and inspired passion in many customers and fans.

Modelled on a modern record store, 'The Sound of Porsche' appearance at the Port Lands features media stations with video 'records' to play, a unique VR experience, and last but not least, a panoramic view of the entire festival area.

The Design Corner features a communications space where visitors can sketch what they associate with 'The Sound of Porsche'. Once completed, the works of art can be uploaded to social networks via #soundofporsche for eligibility to win a spot at the newly launched Porsche Sport Driving School Canada (a value of $2,500). The randomly selected winner will experience 'The Sound of Porsche' live in-person from behind the steering wheel of various Porsche sports cars while learning driving techniques on one of Canada's paramount track driving venues, Canadian Tire Motorsport Park in Bowmanville, ON.

The Sound of Porsche (51 Commissioners St, Toronto) is open to the public on Friday, June 23, from 4 p.m. to 11 p.m. as well as 11 a.m. to 11 p.m. on Saturday and Sunday, June 24 and 25th in conjunction with the NXNE Port Lands Music Festival.

Game Land
Building off the racing theme, Ultra 94 Porsche GT3 Cup Challenge Canada by Yokohama drivers, Scott Hargrove (Pfaff Motorsports) and Zacharie Robichon (Mark Motors Racing), will meet on the main stage at Game Land in Yonge and Dundas Square on Saturday, June 17 at 3 p.m. for a different type of race than they are used to. The point-leading Platinum Class Cup drivers will trade their lightweight 485 horsepower GT3 Cup cars for digital versions and have a virtual race in Porsche racing simulators.

A fleet of decaled Porsche vehicles will be easily visible throughout the city during the festival transporting VIP guests to and from the venue.

Porsche Cars Canada, Ltd., a dedicated subsidiary of Porsche AG, imports and distributes Porsche vehicles in Canada. The company employs a team of more than 40 in sales, aftersales, finance, marketing, and public relations. In 2016, Porsche sold an unprecedented 7,061 units in Canada, up 10% over the prior year.

Founded in 1995, North By Northeast is an annual 10-day music festival and interactive conference. The festival includes four main streams of programming including Club Land, Game Land, Future Land and the Port Lands, a three-day outdoor music festival. NXNE utilizes over a dozen venues across Toronto including Yonge-Dundas Square, The Garrison, The Legendary Horseshoe Tavern and more. Partnered with SXSW, NXNE is the premier Canadian destination for bands, innovators, artists, industry insiders and fans. This year's NXNE takes place June 16-25, 2017. For more information, please visit nxne.com.

SOURCE Porsche Cars Canada

For further information: Porsche Cars Canada Ltd., 5925 Airport Rd, Suite 420, Mississauga, ON L4V 1W1, Public Relations, Patrick Saint-Pierre, (905) 694-2398, patrick.saint-pierre@porsche.ca


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