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Holden partners with Star Wars


“A long time ago in a galaxy far far away” began what would become one of Hollywood’s most successful movie franchises with fans spanning generations and countries across the globe.

The movie was of course, Star Wars, George Lucas’ epic science fiction saga that was first released in 1977. With another five movies and counting, it is a pop culture and commercial phenomenon that has earned over $5 billion in box office revenue alone.

The latest installment Star Wars: The Force Awakens is about to hit the big screen in December, and Holden is well and truly along for the ride through its partnership with The Walt Disney Company Australia and New Zealand.

The first fruits of that partnership have already been seen as the HRT V8 Supercars stormed around Bathurst covered in Star Wars livery last month, and there will be plenty of more exciting promotions and events to come.

Holden’s executive director of marketing and customer experience Geraldine Davys says this exciting collaboration presented unlimited opportunities and potential.

“This is an exciting and important step for Holden as we continue to evolve our brand and reach out to new customers,” Davys says.

“This agreement enables Holden to connect to one of the biggest and most loyal followings in the world, over 500 million fans globally, and allows us to think outside the box as we continue to capture the imagination of our customers.”

This partnership is just one of the many new initiatives Holden has enacted recently to engage with customers as it enters a new era, with projects such as its Colorado virtual reality adventure experience, the Astra vs Drones short film and The Sartorialist street fashion photography exhibition capturing the public’s imagination.

So to whet your appetite for intergalactic adventure on the big screen, take a look at the latest Star Wars: The Force Awakens trailer and prepare yourself as Holden goes bravely into the future.

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