Porsche Sounds
Special Edition

By Dieter Landenberger, Director, Porsche Historical Archives, Porsche AG

Porsche Sounds is the first official Porsche book with a CD with original engine sounds. It features 300 photographs, many hitherto unpublished. The book was produced in collaboration with the Historical Archives of Porsche AG.

The challenge

Porsche Sounds was aimed at the Christmas market, an extremely crowded period when a great number of products are being launched and vie for the media’s attention.

With 300 photographs, most of them in colour, and a CD, the book was complex to produce and was delayed several times. So, I had to keep journalists’ interest alive over several weeks as the review copies kept being postponed.

The solution

Identify and leverage all the book’s strengths. Work closely with the publisher to provide journalists with the material they requested within a very tight deadline. Keep journalists informed about what was happening with the book.

The result

Porsche Sounds had several mentions in mainstream newspapers (including the ‘Daily Express’, controlled circulation of 400,000+ and the London Evening Standard, controlled circulation of 857,000+). It was featured in all top motoring/ classical motoring publications such as Classic and Sports Car, Motor Sport, and the Royal Automobile Club of Great Britain’s Motoring Bulletin where it was mentioned two months in a row. Many popular websites covered the book including CNN.com/Style; MSN/cars.com; PistonHeads; GQ.com and Stuff.tv…