Audi GToS Photobook

Brief
Switzerland is the home of quattro, and Audi’s quattro all wheel drive is perfectly suited to Swiss roads. Quattro stands for dynamism, sportiness, and driving safety. This is why Audi entered into a partnership with the Grand Tour of Switzerland by Switzerland Tourism. The Grand Tour covers 1,643 kilometers of lively and discoverable roads across Switzerland. Audi wanted to capture the diverse beauty and impressive scenery of the route in an exclusive illustrated book to strengthen customer loyalty.

Solution
Six young Swiss up and coming photographers each documented a section of the Grand Tour of Switzerland from their own artistic perspective. Each photographer was provided with a new Audi model equipped with quattro drive for the assignment. The result was a series of unique images that present the Grand Tour of Switzerland in a highly individual and inspiring way. As a thank you for purchasing a new Audi, every customer received the exclusive photography book, which is not available for sale, as a gift.

Result
The book “Audi Grand Tour of Switzerland” was produced in an exclusive edition of 21,000 copies. All Audi customers received the photography book as a small thank you when purchasing a new Audi model. The book also offers insight into the Grand Tour of Switzerland at Home of quattro partner hotels. It has proven extremely popular with Audi customers, and Audi regularly receives inquiries about where a copy can be purchased.

Agency: Y&R Group Switzerland
Creative Director: Markus Gut