INFINITI in the Middle East, together with its strategic partner in the Kingdom of Saudi Arabia Al Ghassan Motors, delivered the groundbreaking, performance of light painting with cars – ‘Inspired Light by Infiniti' to its customers in Riyadh. At an exclusive Infiniti themed event held at the Al Reem track last March 21, the region's fastest growing premium automotive brand engaged with its fans in the Kingdom through an exciting day of activities that included track driving, off-roading and a wildlife safari. The Al Reem track activity concludes the nationwide campaign ‘It's Time for Infiniti' which utilized Infiniti vehicles to engage with Saudi nationals beginning with Jeddah in 2014 and more recently in Riyadh and Al Khobar. Spanning the last five weeks, Infiniti's Facebook, Instagram and Twitter platforms highlighted the video diaries of five families spread who hosted Infiniti vehicles and toured their favorite locations around the city. Details of the location and the experience were documented via hashtag #ItsTimeForInfiniti “We saw this as the perfect opportunity to engage with our fans here in the Kingdom,” said Juergen Schmitz, Managing Director, Infiniti Middle East. “As a premium automotive manufacturer, it's a top priority to provide our customers with a relevant offering, so we too feel that it is also equally important for us to afford our fans a chance to really live and revel in the Infiniti spirit.” The day's activity concluded with a gala dinner where the world's leading light painter, Patrick Rochon and his team put on an exceptional display of ‘Inspired Light by Infiniti'. Sheikh Ghassan A H Al Sulaiman, President of Al Ghassan Motors, said: “As Infiniti's strategic partner in the region, we are committed to giving our customers the best Infiniti has to offer. Through our facilities in Jeddah, Riyadh and Al Khobar, we are able to offer the entire Infiniti range to our customers. Additionally, initiatives like the Al Reem track activity provide us with the perfect opportunity to interact with our customers here in the Kingdom and really immerse them in the brand. We remain committed to engaging with our customers to ensure that we provide them with a real feeling of what the premium Infiniti Al Ghassan experience is all about.” Light painting, a genre of art that requires only darkness and light to create any number of shapes, illustrations, patterns, moods and themes was brought to life using cars. Three iconic QX70 vehicles were transformed into moving light painting brushes to create giant colorful images, making it perfect tool for illustrating Infiniti's passion for performance, design, pushing boundaries and of course, originality. “This unique event also celebrated our expansion into Saudi Arabia with the launch of two new facilities in Riyadh and Al-Khobar earlier this year. We are clear with our commitment to the people of Saudi Arabian and through our strategic partner Al Ghassan Motors, we are confident that we will deliver on Infiniti's promise of a premium motoring experience,” concluded Schmitz. The spectacular performance brings a grand conclusion to Infiniti's aim of ‘lighting up' the Kingdom of Saudi Arabia through ‘It's Time for Infiniti' in line with its expansion and launch of new showrooms and facilities. More importantly over the course of the year, the brand engaged with Saudi families spanning Jeddah, Riyadh and Al-Khobar highlighting the wonderful heritage and culture of Saudi Arabia through Infiniti vehicles. — SG
