Volkswagen Reels in the College Market
11 September 2000
Volkswagen Reels in the College MarketAutomaker expands innovative program to entertain and educate college students
AUBURN HILLS, Mich., Sept. 11 Volkswagen of America, Inc.
has hit the road for the third time with their marketing initiative focusing
on the college market. Named "The Major Motion Picture Show," this program is
designed to connect the Volkswagen brand with college students and convey the
benefits of Volkswagen's Certified Pre-Owned vehicle program.
The Major Motion Picture Show is a touring mobile movie theatre and
entertainment festival slated to visit eighteen U.S. and two Canadian colleges
throughout the fall. Students will have the opportunity to attend the
festival and view a movie with free food and soft drinks, and pick up
Volkswagen-branded merchandise. The festival features various activities for
the students including a rock-climbing mountain, a spin to win wheel, and
video games.
Local Volkswagen representatives will also be on hand to answer questions
about the Volkswagen brand, vehicles and services. They will explain how
Volkswagen cars can be accessible to those on a college budget through the
purchase of a Volkswagen Certified Pre-Owned vehicle. The Volkswagen web site
showcasing photos from the spring Major Motion Picture Show tour is featured
on a computer terminal, allowing students the opportunity to surf that portion
of the site.
"We see this program as an opportunity to connect the brand to a very
important consumer," said Heidi Korte, manager of Volkswagen Promotions.
"Many students are purchasing their first cars, and the Volkswagen Certified
Pre-Owned vehicle gives them just what they're looking for -- affordability,
quality and a car that matches their lifestyle."
Volkswagen Certified Pre-Owned vehicles are low in mileage and in
excellent condition. To qualify as a Volkswagen Certified Pre-Owned vehicle,
each must pass a 112-point certification inspection administered by a
qualified Volkswagen technician. Each car is backed by a two-year or 24,000
mile warranty, whichever comes first.
Also on site at the festival will be Trek Bicycles, with their mobile
cycling unit, and 20 demo bikes for students to ride. Students can also check
out the latest in wireless technology at the Farmclub.com New Beetle. The
Farmclub on the Road drivers are traveling across the country searching for
new music and will stop at a number of the Major Motion Picture Show events
this fall.
The Major Motion Picture Show is scheduled to target colleges in the
following markets: Atlanta, Boston, Chicago, Denver, Hartford, Los Angeles,
Miami, New York, Philadelphia, San Francisco, Toronto, and Washington, DC.
The tour runs from late August through mid November.
