Porsche Classic is expanding its range to include Performance Parts, as well as products with which customers can further individualize their vehicles. In conjunction with this, Porsche Classic is also fundamentally realigning its communications, where the focus is now increasingly on emotionality, alongside quality and expertise.
The ‘Caretakers of Dreams’ film, created for the new campaign, exemplifies how emotions are at the heart of Porsche Classic communications. A whole new visual realm, with more than 150 appealing depictions of all the vehicle types and model ranges looked after by Porsche Classic, has also been created. "The images are more editorial, more natural and therefore more authentic than before," says Simone Beutel, Marketing and Communications Specialist at Porsche Classic. "The human component is particularly important, moving away from the classic as a purely owned object to the unique feeling it conveys to its owner."
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