Audi: To put stars into cars

Great story here about Audi's latest marketing efforts to reposition the brand image. A must read!

Celeste Atkinson wants to make sure Hollywood luminaries are seen in the right cars. Hers. An Audi.

Atkinson, 35, is Audi's "lifestyle & entertainment manager," a catch-all that roughly translates to being the buzz generator. She is supposed to make sure Audis show up in movies and paparazzi photos and earn street cred with entertainment honchos.

With Sunday's Academy Awards ceremony fast approaching, Audi is trying to make sure that stars know their cars. All week long, a fleet of Audis has been shuttling celebrities to parties. On the big night, Audi will offer rides to an Elton John soiree where the automaker will show off its new supercar, the $120,000 420-horsepower R8 sports car.

Atkinson, following in the footsteps of companies such as Armani and jeweler Harry Winston that have long gone hand-in-hand with the movie gala, even came up with a motto tying into the glamour and success: "Audis equal Oscars."

Related news: GermanCarBlog, P4MR, Audi

Source: Hispanic business

Audi: To put stars into cars

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