Porsche wants drivers to tough it out through winter

Snow and ice don't have to keep luxury cars off the roads, says Porsche in a new, made-in-Canada print and digital campaign that promotes two of its models and various winter accessories.


Porsche Canada wants drivers to put those snow tires on their Boxsters or Caymens this winter, dispelling the belief that a Porsche should be tucked away during the icy season. In a new digital and print campaign that will run through to February, the qualities of the luxury German vehicle – like the accuracy of the steering and the suspension grip – are touted through various marketing efforts including print ads, an email promo and a microsite, as well as 15,000 direct mail pieces sent to current customers and dealers.

Print ads created by Toronto-based Yield with media handled by Genesis Vizeum launched yesterday in the Globe and Mail, and will run through to Christmas, says Jasmin Rawlinson, Porsche’s director of marketing. A campaign video is live on the microsite, YouTube and Facebook but as a cost-saving measure, there is no TV component because producing original content is much more expensive for TV, a spokesperson says. The direct mail flyers meanwhile promote Porche’s winter accessories like wheel and tire sets and floor mats.

While visiting Canadian dealerships, Porsche CEO Joe Lawrence discovered that drivers put their cars away for the winter. The brand wanted to dispute this belief, keep those cars on the road, and also eliminate what they say is a psychological barrier to buying a Porsche in Canada. ‘There are many other countries in the world where people drive their Porsches year-round where winters are just as rough as here, such as Switzerland and Germany,’ Rawlinson assures MiC.