Porsche SUV Entry Teases With Web, Print Effort

Porsche Cars of North America is gearing up for its non-sports-car entry with a Web and print campaign that will precede the fall launch of the Cayenne sport utility vehicle.

Teaser print ads from Porsche’s U.S. agency, Carmichael Lynch, began appear ing last week in national publications, centered around the theme, “The next Porsche.”

Print highlights Porsche’s heritage and engineering, two staples of the Minneapolis agency’s work for the car maker since winning the account three years ago.

“It is much more than an SUV,” reads the body copy in one ad. “It performs like a Porsche.”

Agency officials referred calls to the client, and Porsche officials were not available.

The print work complements a Web campaign, also designed by CL, that tells the story of the Cayenne, from development through testing to its expected unveiling this fall.

“Surrounded by speculation, curiosity and a measure of skepticism, the first Porsche sport utility vehicle has been years in the making,” reads the Web site intro. “Over the coming months the entire story of Cayenne will unfold here.”

In addition to the story, video on the site shows the Cayenne as it navigates various terrain, from asphalt and sand to snow and ice.

The car maker is also marketing the SUV through a road restoration and maintenance program titled “Cayenne Crossing.” The project will include many sections of historic Route 66.

CL won Porsche’s advertising account in February 1999 in a pitch that centered around the 2002 SUV launch. In the pitch, the shop pushed a strategy to “widen the franchise”—extending the brand beyond its traditional sports-car offerings.

The agency’s initial advertising was aimed at an enthusiast base with the theme, “Ignite the spirit.” More recent work has revolved around the theme, “A thrill like no other.”

Porsche spent $15 million on ad vertising last year, according to CMR. Spending this year is expected to increase significantly behind the launch of the Cayenne.