Case study: Introducing a rock ‘n’ roll star car
THE BRIEF
THE STRATEGY
THE RESULTS
THE VERDICT
VW France wanted to
introduce the new Beetle to
French media in a way that
reflected the more rock ‘n’
roll image of the new car
compared to its predecessor.
We devised a programme to give four groups
of French journalists the opportunity to drive
through the picturesque Peak District National
Park from Manchester to Liverpool, where
they stayed in the Beatles-themed Hard Day’s
Night Hotel, situated close to the world-famous
Cavern Club.
PFPR successfully delivered this unique media
drive and attracted 80 French journalists to
the UK. The Beatles-themed programme was
extremely well received and presented numerous
photo opportunities to position the new Beetle in
an ideal and authentic rock ‘n’ roll setting.
“PFPR was a valuable partner on
our event, bringing enthusiasm,
a sense of creativity and close
attention to detail; all of which
helped to guarantee the success
of the event and deliver a
stress-free experience.”
THE IDEA
To give the new Beetle
an edgy introduction to
journalists, we decided to
bring it to Liverpool – home
of the most famous rock ‘n’
roll band of all, The Beatles.
French media would have
the chance to appraise the
new Beetle, while also being
immersed in a true Beatlesthemed event.
To continue the Beatles-themed event, the
journalists were taken on a tour of the city in
the “Magical Mystery Tour Bus” and visited the
award-winning “The Beatles Story” experience.
The tour was then punctuated by a formal
presentation of the new Beetle, conducted by
VW executives in a replica of the Cavern Club.
The trip was completed with
a visit to the real Cavern
Club next door to watch
Beatles tribute bands.
PFPR Communications – Europe’s leading automotive PR and events agency
For further information, contact Peter Rawlinson: +44 (0) 1622 691361
Thierry Raoul, on behalf of VW France