NEW YORK: Volkswagen plans to leverage traditional media like The Oprah Winfrey Show, the Super Bowl and MTV through a number of platforms, as part of its PR efforts to introduce the re-launched Beetle to a wider demographic.
“The 21st-century Beetle is made for everyone, men and women,” said Mya Walters, manager, brand communications for Volkswagen of America, in an e-mail to PRWeek. The vehicle typically attracts more female owners.
The media strategy includes a global strategic partnership with MTV, ...