VOLKSWAGEN DEALERS DRIVING "JOYEUX SKI" PROMOTION
By Adnews Staff
The "Joyeux Ski" promotion from the Volkswagen Dealers Association in Quebec and the L'Association des stations du ski du Quebec is being supported with a multi-media advertising campaign from Palm Publicite Marketing of Montreal. Consumers who purchase a new Volkswagen will receive a prepaid card worth $500 for skiing at any ASSQ ski centre including the Mont Tremblant, Sainte-Anne and Stoneham resorts, where Volkswagen in already an official partner. The promotion is part of a three-year agreement making Volkswagen the exclusive automotive partner of the ASSQ. Television creative, in which skiers are seen dancing and turning to form the Volkswagen VW logo, is being supported with radio spots and print executions in dailies and urban weeklies. The campaign launched Dec. 4 for a four-week run.