Audi Canada

Audi Canada garnishes Toronto's streets with six-foot high, fifteen-foot long double Ts (TT). For three days starting May 16 the "Street Ts" will be moving displays that grace each location for a day and covers more than 120 sites. (CCNMATTHEWS PHOTO/Audi Canada)

Those taking flight near the eastern edge of the Greater Toronto Area, will catch an aerial view of a large carved TT logo on the site of All Green Farms in Bowmanville. These and future "Earth Ts" will make their way through various pastoral locations across the country in support of the new 2008 Audi TT which officially launches today, Wednesday, May 16, 2007. (CCNMATTHEWS PHOTO/Audi Canada)

TORONTO, ONTARIO--(CCNMatthews - May 16, 2007) -

Editors Note: A photo for this release will be available on the CP picture wire via CCNMatthews.

A design icon is about to make its mark on Canada's pavements in a big way. After creating a sensation with its 1999 debut, the 2008 Audi TT - recipient of the 2007 World Car Design of the Year - is hitting the streets with a dynamic new design and innovative technology that stays true to its predecessor but raises it to greater heights.

Regarded as a watershed moment in automotive design, the TT has been recast with a contemporary look and more powerful engine. The 2008 model is more than five inches longer, about three inches wider and more aerodynamic. But the TT is far from just an all-show, no-go machine. Aside from its sleek look and luxurious interior, this sports car is exceptionally fast and ensures both the driver and passengers a great ride.

"This is a defining moment for Audi in Canada," says Doug Clark, director of communications, Audi Canada."As a brand, Audi has always been known for sure-footed performance and exceptional design. The TT further exemplifies our commitment to delivering excellence in the luxury sports car market and we're very excited to not only re-introduce but celebrate the iconic TT with Canadians," adds Clark.

To help usher in the new TT, Audi Canada, along with its marketing partner Lowe Roche and media partner MBS, has developed a multi-layered, larger-than-life marketing campaign that launches May 16 and runs through to August across Canada. "The strategic approach was to excite and engage Audi prospects in both traditional and non-traditional media environments", says Fiona McLaughlin, VP Group Account Director at MBS.

Some of the most innovative aspects of the campaign were brought about by Wills & Co. with the aim of grabbing the attention of prospective Audi customers, to trigger word-of-mouth interest and to drive them to the TT micro site - www.thenewaudiTT.ca, where they can experience the new Coupe and Roadster up close.

Amidst a blend of traditional and alternative media placements, the campaign features a first-ever out-of-home, street-level blitz of 40 giant "Street Ts" throughout Toronto.

On May 16, 17 and 18, Audi Canada will garnish Toronto's streets with six-foot high, fifteen-foot long double Ts (TT). The "Street Ts" will be moving displays that grace each location for a day and cover more than 120 sites throughout the city during the three day period. Though predominantly positioned in Toronto's financial district, the "Street Ts" will also make their way to key arteries, such as the Don Valley Parkway, Gardiner Expressway and Lakeshore Blvd. And on Friday, May 18, they will move to the 400 and 401 to catch the long-weekend cottage traffic.

"If you are anywhere in the city from May 16 to 18, it will be hard not to cross any Ts," says Geoffrey Roche, founder and chief creative officer, Lowe Roche. "This outdoor street component of the campaign had to live up to not only Audi's name but the TT brand, so it had to be big, bold and in your face," notes Roche.

Those taking flight near the eastern edge of the Greater Toronto Area, will catch an aerial view of a large carved TT logo on the site of All Green Farms in Bowmanville. These and future "Earth Ts" will make their way through various pastoral locations across the country.

Lowe Roche will also project an Audi TT video light display against buildings along major highways in Toronto, Vancouver and Montreal.

The 2008 Audi TT is available as two-door Coupe with seating for four passengers and as a two-seat Roadster. Upon introduction, both Coupe and Roadster will be available with either a 2.0-litre 200-horsepower TFSI engine and FrontTrak^® front-wheel drive or a 3.2-litre, V6, 250-horsepower engine and quattro^® permanent all-wheel drive. A six-speed manual transmission is standard on the TT 3.2 and S tronic is standard on the TT 2.0 TFSI, and is optional on the TT 3.2.

In addition to the earth, street and light TT displays, the Audi campaign entitled "Pure Design / Pure Power" includes a series of print advertisements in newspapers; business, consumer and automotive magazines; as well as online ads on CBC.ca, Globe Auto online, ReportonBusiness.com and Yahoo! to leverage Internet-based news and information sources.

Of note will be Audi TT's hard-to-miss domination of the Globe and Mail and Montreal's La Presse newspaper on May 16. A page dominating ad with a show-stopping TT will adorn the back of the front section of each paper, and be reinforced with 15 to 20 small space ads throughout the section, to capture attention at every turn.

To further reach its target demographic, Audi will distribute an eight-panel FSI (Free Standing Insert), featuring the TT Pure Design look and feel to specific postal codes and targeted neighbourhoods in Toronto, Montreal and Vancouver.

Finally, to address travelers around Canada, Audi will display enticing TT ads on TSAs at Toronto Pearson Airport, as well Montreal-Trudeau International Airport and Vancouver International Airport. This will be supported by TSA advertising in the Toronto PATH and around Montreal.

About Audi Canada

Audi's history in Canada dates to 1971, when the brand was first introduced to the market. Today, a network of over 35 Audi dealers currently offers a line of premium vehicles that include the Audi A3 premium compact; the sporty A4 sedan, Avant and Cabriolet models; the high performance S4 sedan, Avant and Cabriolet models; the high-revving RS 4 sports sedan; the design-leading A6 sedan and Avant; the powerful S6 sedan; the Audi Q7 performance SUV; the all-aluminum Audi A8 flagship; the soverign S8 luxury sedan and the all-new Audi TT Coupe and Roadster.

Audi Canada is headquartered in Ajax, Ontario and markets a line of luxury cars built in plants in Ingolstadt and Neckarsulm, Germany, Bratislava, Slovakia and Gyor, Hungary. The parent company, AUDI AG, is headquartered in Ingolstadt, Germany.

About Lowe Roche

Lowe Roche is a Toronto-based communications company that specializes in developing innovative 360 degree campaigns that get results. It is part of Lowe Worldwide, headquartered in London. Founded in 1991 by Geoffrey Roche, the agency was named one of Canada's top three agencies by Strategy Magazine for 2006. To date, Lowe Roche has won over 850 Canadian and International Advertising awards including Cannes, The One Show, Clios, Communication Arts, Marketing, Cassies, Bessies, ADCC and Applied Arts. Clients include: Audi Canada, Home Outfitters, Johnson & Johnson, Mackenzie Financial, Nestle Purina, Nestea, Nokia Canada, Stella Artois, Toronto Zoo, and most recently Bel Cheese.