Audi strengthens its ties to German culture Downunder

SYDNEY – April 30, 2013: Luxury German carmaker, Audi, has returned as the title sponsor of the Audi Festival of German Films that runs nationally from 30 April to 15 May, 2013.

Now in its sixth year as the title sponsor with the culturally-significant Festival of German Films, in partnership with the Goethe Institute, Audi continues its dominance of film sponsorship in Australia.

Adding critical new festival sponsorships to its portfolio in 2012, Audi is now also a major partner of the Sydney, Melbourne and Brisbane Film Festivals.

Film represents one of three major arts sponsorship ‘pillars’ for the Ingolstadt-based brand, along with Contemporary Art and Theatre.

The broad appeal of Australia’s key film festivals, which represent a premium and significant cultural platform, was the key driver for Audi to further its involvement in film, according to Audi’s General Manager Marketing, Kevin Goult.

“In terms of our customers, film is high on the list of lifestyle options – it can be fun, intelligent and engaging, can challenge and provoke, provide insight into other cultures or simply provide fantastic escapism – in its many forms, film is diverse and entertaining – and generally a great addition to our support of cultural sponsorships,” Mr Goult said.

“Audi is also interested in bringing together the best of Germany and Australia, by combining culture with a premium lifestyle. Not only do we want to be known as a sporty brand, and a German luxury carmaker, but it is also important for our customers to understand that we are a sophisticated and leading brand, which we demonstrate through our long-term partnership with the Goethe Institute and the Audi Festival of German Films.”

The Audi brand has been involved in the film industry for many years – with 2013 highlighting a bumper year for Audi featuring in box office movies including the recently released Iron Man 3 and the much anticipated The Wolverine.

In addition to its film festival partnerships, Audi has also announced two major Australian stars as brand Ambassadors - Naomi Watts and Hugh Jackman - in the film genre, to support the sponsorship strategy.