Porsche Engineers Customized Marketing Strategy

Porsche Engineers Customized Marketing Strategy

Automotive to Have Strong Presence in Plum's Destination Markets through Unique Multiplatform Program Titled 'The Porsche Performance Series'

NEW YORK, June 11 /PRNewswire/ -- Porsche Cars of North America Inc. will launch a multi-platform, integrated marketing program on Plum to support the launch of the 2008 Porsche Cayenne and to connect with Plum's affluent and influential audience.

The program, called The Porsche Performance Series, will play on Plum's television channels, websites, and VOD platforms. Porsche also sponsored the Hamptons Concours d'Elegance, the premiere vintage automotive competition and auction in the Hamptons.

The short-form programming series highlights some of the most exciting destination events in Plum's markets -- celebrating exceptional "performance" in the art, music, and sports arenas. The Porsche Performance Series takes viewers to the heart of each event, spotlighting competitions, performances and celebrity studded happenings. The series also pays homage to the participants, organizers, and attendees who make these events, and the non- profits they benefit, a success.

The video vignettes debuted this past weekend across the Plum network, celebrating the kick-off of the Hamptons Concours d'Elegance.

Commenting on the series, Plum CEO Tom Scott said, "Porsche recognized that tailoring programming to Plum's audience interests would make its message more impactful. Through this program, Porsche has made itself a 'local.' That is incredibly meaningful in these special places."

"As a highly specialized provider of upscale performance automobiles we are constantly looking for new and effective ways to reach out directly to our fairly select customer base," says David Pryor, VP, Marketing of Porsche Cars North America. "The development of The Porsche Performance Series leads a shift away from mainstream television advertising to 1 degree marketing -- where the relevance of local people and places will allow Porsche to touch the hearts and minds of its target demographic."

Porsche will distribute The Porsche Performance Series through new media platforms including its website, VOD, and portable devices.

About Porsche Cars North America, Inc.

Porsche Cars North America, Inc. (PCNA), based in Atlanta, GA, and its subsidiary, Porsche Cars Canada, Ltd., are the exclusive importers of Porsche sports cars and Cayenne(R) sport utility vehicles for the United States and Canada. A wholly owned, indirect subsidiary of Dr. Ing. h.c. F. Porsche AG, PCNA employs approximately 300 people who provide Porsche vehicles, parts, service, marketing and training for its 213 U.S. and Canadian dealers. They, in turn, provide Porsche owners with best-in-class service.

About Plum

Plum is a new type of media company. Produced in, for and about some of America's most dynamic communities, Plum programming is honest, authentic and optimistic. It celebrates the natural beauty and character of its communities and spirit and intellect of the people who live and visit there. Plum currently operates television channels and websites in Nantucket, Martha's Vineyard, the Hamptons, Vail, Aspen and Telluride. While the towns may be small, the reach and influence is not. Plum's markets are destinations of choice for over 14 million of the nation's most interesting and influential people each year. They are people who define the culture in the media, business, arts and politics. They are Plum's audience as well as its content. Increasingly, Plum is available to a broader audience beyond its communities through video on demand and the Internet.

Source: Plum; Porsche Cars North America, Inc.

CONTACT: Graham Veysey, 646-292-4233, gveysey@plumtv.com; Tony
Fouladpour, 770-290-3667, tfouladpour@porschecars.com

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