Promotional image for Audi auction package
Audi of America is supporting the arts with its tenth time as a presenting sponsor of Backstage at the Geffen.
The annual fundraiser, being held March 22, raises money for the nonprofit theater Geffen Playhouse in Los Angeles, enabling it to take artistic risks and continue its community outreach to share live theater to disadvantaged youth, senior citizens, veterans and other locals. Audi has previously supported the arts, since they align with its creative, boundary pushing brand values.
Arts dedication
This year, Backstage at the Geffen is honoring Mellody Hobson and George Lucas with the Distinction in Service Award, and presenting the Distinction in Theater Award to Sir Elton John and David Furnish.
Geffen Playhouse
It is described as an “evening of laughter, music and stories.” This will include vocal performances by stars, as well as anecdotes sharing special behind-the-scenes memories.
Last year’s benefit raised $1.4 million for the theater’s charitable programs.
Adding to its philanthropic placement in the event, Audi donated a weekend getaway and driving experience to be auctioned off for the cause.
This package, valued at $8,500, has the winner and a guest driving its R8 model up to Napa Valley, CA on the first day. Once there, the guests will be able to speed around the Sonoma Raceway in Audi's S and RS vehicles.
On day two, guests will go off roading at St Supery’s Dollarhide Ranch in a POLARIS Ranger 4x4, driving along hills and past vineyards and lakes. This also offers an opportunity to see wildlife, such as eagles, that call the ranch home.
St Supery’s Dollarhide Ranch
Audi will also be featuring one of its vehicles at the fundraiser.
In a brand statement, Mike Cagle, director, Western U.S. Audi of America, said, "As a progressive brand that constantly challenges and pushes boundaries, Audi is pleased to once again partner with the Geffen Playhouse, an organization that also prides itself on taking [creative] risks within its own industry. Audi's 10-year alignment with The Geffen truly demonstrates both brands' commitment to give back, educate and support the arts in our local community. We look forward to yet another year of cutting-edge entertainment with our partners."
The car brand has connected itself with star studded events before.
Audi of America leveraged its sponsorship of the celebrity-studded 66th Emmy Awards Aug. 25 to further its Q3 model campaign.
The theme for the Q3 campaign is the idea that an unscripted life is more interesting than a scripted life. To that end, the brand tapped Fred Armisen, known for his witty improvisation, and multiple other actors to star in a series of television and online spots leading up to, and coinciding with, the Emmys (see story).