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By Published on .

Porsche will give its brand a global push this summer with the German carmaker's first direct-mail video going out on a worldwide basis.

The 4-minute video will be sent in July to 300,000 Porsche customers and consumers who have expressed interest in the brand.

Dubbed "Love Story," the video "can really convey the emotional aspects of Porsche better than print," said Joel Ewanick, general marketing manager of Porsche Cars North America.

Porsche also is studying whether to do a CD-ROM.

The global project is a centralized marketing effort by the North American unit's agency, Goodby, Silverstein & Partners, San Francisco. Goodby prepared versions of the video in seven languages for shipment to 50 nations.


Porsche hopes to double sales in the U.S. this year, to 14,000. Coming to showrooms early in February is Porsche's first new model in 19 years, the Boxster; it's virtually sold out already.

An impetus for the video effort was a direct mailing to launch the redesigned 1994 911 model. Between 2% and 2.5% of total U.S. sales of the car were linked to the smaller-volume mailing, Mr. Ewanick said.

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