Strategy and Sausages:
A British Strategic Planner in Germany
Monday, 11 April 2016
Just back from my favourite winter wonderland, which has turned into Audi Quattro wonderland in the few years that I have been away. I'm not usually keen on blatant commercial activity in beautiful holiday resorts, but I have to say - maybe because I'm an Audi owner - that this works.
Although BMW are an 'official partner' of ski resort Obergurgl/Hochgurgl, it was the Audi Quattro activity that I noticed primarily. Compared to a full size ice sculpture, and a tent where photos are taken and a competition entered, the few posters for BMW that I saw rather paled in comparison.
There are posters for Audi Quattro, too, of course, all around the resort. These communicate the sponsorship and association of Audi Quattro with freeriding skiers such as Nadine Wallner. Grip and challenge - perfect!
But it's not just these rather more ephemeral communication pieces that melt with the thaw. Since December 2013, one of the traditional mountain huts has been rechristened the quattro Festkogl Alm.
I'm a fan of unlikely combinations - in this case, alpine cosiness and state-of-the-art automobile technology. Amid the wooden beams and floorboards are hi-tech interactive tables, giving you something of the Quattro experience.
Above the roaring fireplace is a Quattro gecko symbol, instead of the obligatory stag's head or stuffed marmot. And there were some lovely deep red felt branded drink coasters which beautifully combine both worlds.
Grip and challenge and Audi Quattro - how long before they start making skis?
When I was little, I wanted to be a spy. I got off to a good start, studying Psychology at Trinity College, Cambridge but somehow got side-tracked into the wonderful world of advertising and marketing.
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