| In the news: Volkswagen of America. Inc. has recently | | | | V-Cast phones, VIP gift cards (like Louis Vuitton, Still) |
| announced that it will take its “Volkswagen | | | | and other big ticket items. |
| Important People” or VWIP initiative a step further | | | | All participants in the drive will also receive an |
| by providing two days of total “VWIP | | | | all-access pass to the VWIP Experience Lounge |
| Experience” which is scheduled on February 16, | | | | which is a 1000 square foot custom designed day spa |
| 2007, Friday through Sunday, February 18, 2007. | | | | located within the Fashion Show mall. Participants are |
| The VWIP Experience creates a destination where | | | | to receive royal treatment at the VWIP spa with |
| Las Vegas guests can get a firsthand look into | | | | services that includes complimentary manicures, |
| celebrity life while they cruise the Strip and visit the | | | | massages, barber services and makeovers provided |
| Fashion Show mall. Aside from that, Volkswagen will | | | | by experienced professionals. There will also be light |
| also make sure that guests are treated as star | | | | refreshments, video games and music provided by |
| regardless of race. The VWIP Experience provides | | | | celebrity guest DJ’s such as the legendary DJ Biz |
| the automaker with a venue for communicating a | | | | Markie. The VWIP Experience and million dollar joy ride |
| direct message of respect, appreciation and value to | | | | are going to be open from 12 pm to 6 pm on February |
| the African-American and urban community. | | | | 16 through February 18. |
| According to Kenyatta Bynoe, Brand Marketing | | | | Test driving the award winning Touareg let particpants |
| Manager at Volkswagen, “Whether it’s having | | | | to experience a world that embodies capability and |
| their picture taken by personal paparazzi, being | | | | luxury. The main message that Volkswagen would like |
| pampered at the VWIP Experience Lounge, taking a | | | | to convey with its “VWIP Experience” event is |
| million dollar joy ride or winning prizes, the goal is to | | | | that everyone should be given the opportunity to be |
| create an environment where people find themselves | | | | treated like a VIP and get to enjoy the VIP lifestyle. |
| completely engulfed in the VWIP Experience.” | | | | The VIP lifestyle is not complete without the paparazzi |
| The million dollar joy ride is an important part of the | | | | and so to complete the whole VWIP Experience a |
| VWIP Experience, it gives participants the chance to | | | | paparazzi service provided by Picture Marketing Inc. |
| test drive a Touareg, one of Volkswagen’s luxury | | | | was employed. The paparazzi are to take candid |
| SUV. The test drive will be conducted on a dual | | | | photos of pedestrians thus treating them like the |
| course track located in the south parking deck of the | | | | celebrities which precisely what the automaker wants. |
| Fashion Show mall. The uniquely designed driving | | | | All the photos are posted on the web and can be |
| course is designed to showcase the Touareg’s on | | | | viewed by participants using a VWIP access card |
| and off-road capabilities plus its high quality car | | | | bearing a web address. The photos on the site can be |
| components like the popular Volkswagen fuel pump. | | | | both printed and shared with family and friends. |
| After the test drive, participants can try their luck on a | | | | In addition, a VWIP Celebrity Shuttle service will also be |
| customized slot machine with prizes ranging from | | | | provided throughout the weekend to take the |
| party tickets to iPod shuffles. Plus there’s one very | | | | participants to some of the most sought after |
| lucky participant that could win a grand prize of one | | | | celebrities and athletes in the business. The automaker |
| million dollar. The other prizes that could be won include: | | | | will also sponsor and provide car service for two of |
| an all-expense paid trip to 2008 All-Star weekend in | | | | the weekend’s hottest and heavily attended |
| New Orleans (consisting of two first class airline | | | | celebrity events: the National Basketball Player’s |
| tickets, hotel accommodation, airport transfers, cash | | | | Association’s Gala and the Kenny Smith All-Star |
| and tickets to spend on the game), customized VW | | | | Bash featuring the Celebrity Poker Tournament which |
| First Act guitars, Apple TVs, Verizon chocolate | | | | is broadcasted live. |