Sunday, January 15, 2006

Volkswagen Launches Major New National Podcasting Campaign

Text from Volkswagen of America.
AUBURN HILLS, Mich.—Volkswagen, one of the world’s top-volume automakers and by far Europe’s biggest, has chosen the Detroit Auto Show to launch a unique podcasting marketing campaign that will not only give international internet visitors an insider look at its newest cars and access to a candid conversation with Volkswagen’s top brand chief, but also offer web listeners a touch of “Detroit flavor,” including the chance to hear a different emerging Detroit musician every day of the auto show that opens to the public tomorrow.

Volkswagen said it created the numerous podcasts, which can be found via the automaker’s main North American website at or by directly visiting, to create a buzz about its new 2006 and 2007 cars, such as the all-new GTI sports hatchback, and just as importantly to try and give outsiders a taste of Detroit, which is host to one of the world’s most highly touted auto shows.

To help lend even more local flavor to the podcasts, Volkswagen is using local radio personality, Ann Delisi, to voice introductions to the podcasts as well as to conduct interviews with enthusiasts and auto industry experts.

Featured interviews include an in-depth conversation with the brand’s new leader, Dr. Wolfgang Bernhard, Chairman of the Volkswagen Brand Management, and other top Volkswagen executives. Expert automotive journalists are also asked to opine for this exclusive podcast and include expert scribes such as Jamie VonDruska, top editor of the leading Volkswagen enthusiasts’ site, VW Vortex, and long-time automotive writer, Paul Eisenstein of The Car Connection.

“This series of podcasts gives our customers the variety of content they are asking us to provide,” said Tesa Aragones, Director, Media and Interactive Marketing, Volkswagen of America, Inc. “This is another step in Volkswagen’s evolution in connecting with our customers on their terms.”

Volkswagen also allowed its customers in Detroit a chance to get in on the action, with area owners taking part in a local ride and drive that was followed by interviews of all the drivers to capture their firsthand impressions of the new GTI.

In total, Volkswagen has created 16 podcasts that give car lovers everywhere a taste of Detroit and the North American International Auto Show, or NAIAS.

For music lovers, Volkswagen is featuring the music of a new Detroit-area band every day of the NAIAS. Local musical talent includes: The Twilight Babies, the Paper Street Saints, Natives of the New Dawn, the Brian Schram Band, the Hard Lessons, Kalimah, Teddy Richards and Liz Larin. Once a person subscribes to the music podcasts, they will receive a new podcast featuring Volkswagen’s artist of the day via an RSS feed – every day of the auto show.
For the hardcore Volkswagen enthusiasts outside Detroit, Volkswagen has provided vehicle “walkaround” podcasts of the all-new 2006 GTI and the 2007 Passat Wagon. These podcasts offer listeners an in-depth, technical look at the new vehicles and tempt them to see the cars in person.

As you would expect, the German automaker teamed with a local Detroit area company, Quill Communications of Royal Oak, Mich., and also Proxicom. Quill Communication is a full-service advertising, marketing and public relations agency located in the area. The independent and hip boutique agency specializes in distinguishing brands from their competition through creative work in print, broadcast and interactive channels.


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