Porsche 2006 Annual Report Download - page 79

the slogan ‘Origin Motor Sports’. Advertizing for the
911 GT3 RS was also used to emphasize the motor
sports potential of all 911 models. The launch of the
911 Targa 4 was another highlight in the review year.
The unique driving experience provided by the sweep-
ing glass roof was communicated in all international
marketing with the same slogan – ‘Skydriving’.
Publicity for RS-Spyder Victories
Porsche very closely followed the triumphal proces-
sion of the RS Spyder in the American Le Mans Series
(ALMS). The car’s victory in the LMP2 class in the 2006
racing season was supported by a comprehensive
campaign. Along with web coverage of the RS Spyder’s
races and image and film material displayed in all
international dealerships, advertizing was also used
to promote the start of the 2007 season to Porsche
motor sports fans in Europe and the USA. Further
adverts highlighting the spectacular overall victory of
the racing car completed the successful campaign.
Rapid Growth in Internet Use
Porsche continued to press ahead with improvements
to its website, and this brought further benefits in
the 2006/07 fiscal year. New webpages for Russia
and China and the completion of the global redesign
of Porsche internet pages resulted in a significant
increase in the number of hits. With approximately
36 million pages viewed and an average of three mil-
lion visits per month, interest in the Porsche website
broke previous records. By the end of the review
period, 13 subsidiaries and 32 importer sites could
be accessed via the www.porsche.com portal.
The increase in turnover in e-business was likewise
very positive. The redesign of the ‘Porsche Design
Driver’s Selection Online Shop’ proved successful
and the ongoing development of the ‘Porsche Sport
Driving School’ and ‘Porsche Travel Club’ section
of the website was reflected in a significant increase
in turnover.
To ensure that Porsche could continue to coordinate
communication with customers through all distribu-
tion channels, it was of great importance to ensure
that the design of the dealers’ websites complies
with global design guidelines. Nearly 500 dealers
worldwide currently have their own website under
the Porsche brand platform.
Along with very impressive growth in quantitative
terms, the improvements made to the contents of
Porsche’s website during the 2006/07 review year
also won considerable acclaim. The ‘Masterwerk’
web special which accompanied the introduction of
the 911 Turbo, for example, was a finalist in the
‘Interactive’ category at the renowned ‘Eurobest
Award 2006’ and also made the shortlist at the
‘Deutscher Multimedia Award 2006’. Thanks to the
consistent use of ‘sky-like’ scenery, the ‘Skydriving’
website launched for the introduction of the 911
Targa 4 in summer 2006 set a new esthetic standard
for Porsche internet sites. Furthermore, the cam-
paign page launched in December 2006 to mark the
introduction of the new Cayenne stood out, not only
thanks to skillful implementation of complex 3D
animations and reality film scenes, but also because
in just three months it attracted over 1.3 million
page visits.
The automobile manufacturer and its subsidiary Porsche Consulting are now
sponsorship partners for the ‘Deutscher Gründerpreis’, an award for new businesses.
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