Audi Ice Experience
The Audi winter drive event, is a PR and consumer ice driving event designed to showcase quattro technology, stability and dynamic handling to journalists and consumers through closed course driving exercises lead by professional drive instructors on a frozen circuit.
Over the course of a full day, guests drove series of thrilling exercises highlighting Audi technology. FEL provided operations expertise, designed and presented learning and promotional messaging, and organized
trackside hospitality all as a part of turn-key project management services. Program objectives were developed with our client and cooperating agencies, including leveraging Audi driving experience activities to generate buzz, awareness and consideration for Audi e-mobility and to have participants experience the unique practical and emotional benefits of an Audi with hands on experience behind the wheel.