The Audi ‘Ski with Legend’ event was the first-ever skiing competition organised by an automobile brand in China. With Audi devoting ever-increasing resources to promoting winter sports in Europe, Audi China felt it was time to put this culture into practice at home. The goals of the campaign were to align Audi China with the global corporate vision, support the development of winter sports in China and increase Audi China’s brand value.

Pico were tasked with creating deep and lasting connections between Audi and winter sports enthusiasts. Our team provided a one-stop service which included pre-event promotion, operations management of the competition – for example rule setting and event management for the banquet – as well as guest and celebrity management.

The event was distinctive in both scope and style. The spectacular opening ceremony kicked off with Swiss skiing legend Mike von Grünigen giving an incredible display of skiing prowess, flanked by numerous skiing fans from China and abroad. Skiing competitions for both men and women were led by ‘star teams’ composed of Chinese national skiing team members, racing car drivers and fashion celebrities.

At night, amazing ski performances were combined with magnificent “car dances” in the snow; the dreamlike scenery combining performers, cars and snow in a visual feast for the audience of Audi VIPs, media and Audi owners. Wide coverage meant the event was a hit with the public, both nationally and internationally.