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Carlsbad Mineral Water got its start 140 years ago when founder Heinrich Mattoni created his first bottle using the unique water that springs from the Kyselka rocks in the “spa” town of Karlovy Vary, a region in the Czech Republic. Over the years, the company’s line-up has expanded to three different offerings, one becoming the water of choice for racing drivers, while the other two sharing an unlikely lineage with some of the world’s finest sports cars.

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There are moments that change your path in life, moments that change the way you are seen by others. And there is a Renault for every milestone.

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Mercedez-Benz held their latest AMG Performance Tour earlier this year at the Yas Marina Circuit. The event was sponsored by Continental Tyres, who provided the rubber for the entire week of activities.

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To reflect the ethos of the “Are You Alive” campaign, Jaguar recently hosted a 2-day event aimed at challenging attendees on how alive they felt throughout the experience – particularly while driving the flagship Jaguar XJ and when jumping out of a plane from 13,000 feet over Dubai’s iconic Palm Jumeirah on a sky-diving trip.

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Jaguar is reinventing itself with a global brand strategy that will add fresh impetus to its evolving product-led revitalisation programme. Simultaneous with the unveiling of a new Jaguar logo and corporate identity, the launch of an innovative marketing campaign aims to increase awareness of the brand amongst a younger audience. Deliberately provocative, the campaign is designed to capitalise on the existing emotional pull of Jaguar’s cars and challenges consumers to answer: ‘How alive are you?’

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The Ford Focus Raba’a Rally is an “interactive inter-GCC rally tour that will pit six teams from six different GCC countries on “a test for driving skills, endurance, and the use of tech found in the 2012 Ford Focus”, as participants drive across all of the GCC countries to complete a series of tasks. Teams will be rated on “their skills and performances rather than speed, as well as the level of participation and support of their fans.” Each team will be headed by their respective “celebrity” national captains, who have already been picked out from the local entertainment and sports scene.

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