VW Dealer Meeting Features Learning Centers, Off-Roading - Event Marketer

VW Dealer Meeting Features Learning Centers, Off-Roading

DB_VW_2004 Ex
Brand: VOLKSWAGON
Agency: MVP COLLABORATIVE
Awards: EX AWARDS — BEST MULTI-MARKET EVENT (B-TO-B)
Year: 2004

Volkswagon got its message heard loud and clear from multiple locations around Arizona during its annual dealer meetings. The program carried an “Access” theme to illustrate the access Volkswagen customers have to life’s experiences: As customers mature, they have greater access to better things, which explained the car maker’s pending entry into the luxury market.

The opening night reception focused on the design of VW, with three-dimensional grids of portals. A look at the new Touareg and Phaeton came next, presented on stage by VW president Gerd Klauss. The meeting continued the following day at a nearby Indian reservation, where an Experience Village learning center was erected with classrooms, trade show booths, and banquet areas.

Next came some off-roading in the Touareg. A trip to a racetrack followed with some laps in the Phaeton, then a closing event with the Brian Setzer Orchestra rocked the night.

Yes, attendees had a good time, and yes, they won’t forget the events. But the proof is in the pudding: More than 16,000 Touaregs were sold after the meeting, and almost 100 of the high-end Phaetons.

Damn, that’s good puddin’.

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