Audi must surely be smiling about being chosen as the official car brand of the Museum of the Future, described as the ‘the most beautiful building on earth’.
For Audi it’s a great opportunity to display its latest cars to a global audience.
“The beauty of such a partnership as this is the sheer breadth of audience that can be reached, ranging from the general public, media and influencers all the way to policy and decision-makers,” Elmir Arnautovic, Marketing and Communications Director at Audi Middle East told Campaign Middle East.
“By experiencing concept cars in the flesh as it were, not is it only possible to see how mobility is changing to reflect the needs of mankind to safeguard the planet, but also so the brand gives a glimpse of the future technology and design.”
Audi and the Museum of the Future (MOTF) have closely-aligned goals – both want to showcase new technology and sustainability on behalf of the UAE.
“The Museum of the Future and Audi partnership is genuinely a one-of-a-kind association that places Audi in a unique position to educate visitors about the importance of sustainability and the technology that can be enjoyed in the years ahead,” Arnautovic added.
The MOTF is also the ideal platform for Audi to market its electric vehicles (EVs) and help increase the adoption of electric mobility in the UAE. Dubai is heavily investing in EV free parking, free charging stations and toll-free driving on major highways.
Audi’s launch of its fully-operational central charging hub, which features 21 customised Audi electric chargers in the basement of the museum, has also helped spread the word on EVs.
By creating a strong PR campaign around the partnership, Audi has secured a steady stream of news and corporate communications on a regional and global scale, along with regular activations to increase its messaging awareness.
“Leveraging such an illustrious partnership, Audi positioned itself alongside a beacon of the country that holds global appeal. This alone is of significant value.”
The current concept car – the AI:RACE will be at the museum for a short period before it completes its exclusive visit to the Middle East. Deputy Executive Director of the Museum of the Future, Majed Al Mansoori said it is a place “where history is made rather than displayed.”
The MOTF, an initiative of the Dubai Future Foundation, set up under the patronage of His Highness Sheikh Mohammed bin Rashid Al Maktoum, opened its doors to the public on the landmark date of 22.2.22. Soon after, Audi announced its strategic partnership with the Museum of the Future as its exclusive automotive partner.
