The magazine “Christophorus” is Porsche’s customer retention tool, named after the patron saint of traveller. As the key medium it strengthens readers’ fascination with the brand. Christophorus presents the brand, the cars and the people, who invent, produce and drive these cars. It provides readers with insider information and journalistically conveys the brand experience through an exciting, opulent visualisation. Customers are also given access to new media such as apps for the iPad; an exclusive media family is thus created.