Automotive Events Thinking that moves.

VOLKSWAGEN TIGUAN MEDIA LAUNCH

The compact SUV market is increasingly competitive, and Volkswagen turned to AE to help launch its new Tiguan in a way that would separate it from its competition. To do so, AE chose Boulder, Colorado, for media to experience Tiguan. A hip mix of outdoor adventure and culture, Boulder reflects the lifestyle of the target buyer, and offered killer driving roads, making it the perfect fit. Adding more flavor to the event, AE invited CU-Boulder journalism students to participate, marking the first U.S. media launch involving students. While the students were thrilled with the opportunity, the pros also enjoyed working alongside future journalists. In the end, there was a double payoff. Not only did the journalists write positive reviews, but the stories and blog posts by the students were also well received, with a student review published on Road & Track’s Web site.