Audi ‘Audience’ Magazine


Moving a premium car brand into the lifestyle pages

Audi is Ireland’s leading premium car brand and works with a range of brand ambassadors from a mix of sporting, business and lifestyle backgrounds.  

We were challenged to take the brand from the motoring pages onto the lifestyle pages in a credible, and engaging, way.

Our response? Challenge accepted.  

The Audi Ireland and Audi Dealer Brand Ambassadors include fashion designer, business woman and broadcaster Sonya Lennon, Ireland rugby internationals Garry Ringrose, Robbie Henshaw and Peter O’Mahony, former Ireland rugby international Rob Kearney, Cork entrepreneur Lisa Jordan and GAA stars Aidan O’Shea, Joe Canning and Paul Galvin.

With such a broad mix personalities and profiles within the Audi ambassador portfolio, the task was clear – we needed to create something special that would connect with our audience, whilst living up to the brands premium values and cutting edge design credentials. Working in collaboration with the Audi Ireland team, the idea of creating a bespoke glossy magazine titled ‘Audience’. Working with publishing partner, Zahra Media, we plotted our glossy masterpiece.

Gamechanging creative

Taking the creative direction of ‘Gamechangers’, our ambassadors Rob Kearney, Sonya Lennon, Joe Canning and Paul Galvin came together to discuss elements of performance in their everyday life while also placing the brand’s first electric vehicle, the e-Tron, at the centre of the activity.

Styled to perfection, we hosted a creative photoshoot to capture the gorgeous imagery for our magazine with one of Ireland’s leading fashion photographers, Evan Doherty.

With the printing presses grinding to a halt, ‘Audience’ was complete and ready for distribution and was included in the most read Sunday papers in Ireland; The Sunday Times, The Sunday Independent and The Sunday Business Post. The magazine was also available from Audi dealerships across the country.

To land a key KPI of PR value, we set up and coordinated an intensive media schedule for each ambassador delivering editorial coverage across lifestyle, news and sport highlighting the partnerships with the Audi brand.

The media day amassed quality coverage across broadcast, print and online including features on Virgin Media’s Ireland AM and Newstalk’s Off the Ball shows with a total reach of 6.4 million.

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