Kieler Woche

It’s the biggest sailing event in Europe. Kiel week draws the best sailors in the world but also is a massive platform for social gatherings attracting celebrities, technologists and scientists – and party goers. Its an enjoyable event for all visitors.

“A dream comes true” was an initiative which became a milestone in international incentive sailing.
An Audi Sailing Team drawn up to comprise both clients and top professional sailors joined to actually compete in the Kiel Sailing Week.
In order to realise this project, a grand prix TP52 yacht was chartered. The mixed team of Pros and VIPs managed by professional sailor Tim Kroeger, won the international inshore championship of the Kiel Week – a dream came true!

The Audi ultra Cup is a special event within the Kiel Week. Audi ambassadors such as Tom Kristensen (Le Mans Legend), Kai Pflaume (famous TV moderator), Maria Höfl-Riesch (more time olymoic gold medallist in skiing) etc. show their sailing skills while participating in the Audi ultra Cup. “Moments money can’t buy” for sailing newcomers!

Jacaranda have implemented the Kiel Week activities of Premium Partner Audi since 2010.


To create a ‘dream come true’ for sailing fans and also set up implement and deliver the Audi ultra Cup

Strategic Objectives

Underline Audi's positioning as a credible and longterm partner of sailing, involvement of local dealers, interaction with new customers, lead generation, integrated communication

Social Media Engagement


Building Blocks

Planning and implementation of Audi’s hospitality programms (Morning Show, Interviews, Sailing- and Speed Experience)

Integration of Audi Sailing Team Germany into the Hospitality- and entertainment program

Planning and implementation of the Audi Guest Program (Hotels, Room drops, Invitation management etc.)

Planning and implementation of the Audi stage (Live interviews, news reports and interaction with the audience)

Planning and implementation of Kieler Woche TV powered by Audi (live TV)

Set up and running of the Audi Shuttle Service

Setup and running of the Audi A1 area (Audi Driving Experience) and implementation of the test drive program

Implementation of the Audi A1 promotion to generate leads

Implementation of the Audi Star Talk for ‘sport1’ TV from within the VIP hospitality area

Implementation of the project ‘A dream comes true’ in 2010 and 2011

Winning Moves

Creating and delivering money can’t buy moments

Taking creative ideas and turning them into positive, brand enhancing communication from interpersonal local levels to a global message

Impossible is not a word we use or like to hear used!