Volkswagen breaks Road Joy campaign
By Adnews Staff
Volkswagen Canada of Ajax, ON began a new campaign yesterday called "Road Joy" to promote the 2008 City Golf and City Jetta models. The initiative, an extention of the company's ongoing "Fun to Drive" campaign, is also intended to reduce road rage. The national campaign, developed by Crispin Porter & Bogusky, includes television, print, and online advertising, as well as public relations. The creative depicts car owners doing nice things for each other. The television campaign will run until Dec. 9 on national, regional and specialty stations, while print are running this week in 18 daily newspapers. The campaign also includes a website at <http://www.vwroadjoy.ca>, as well as street promotions in Montreal, Toronto, Calgary and Vancouver. "The 'Fun To Drive' campaign presents a natural opportunity to turn a negative into a positive by leveraging the essence of what makes every Volkswagen a Volkswagen," said Bruce Rosen, the company's general manager of marketing communications. "Road Joy aims to engage Canadian drivers as positive agents of change to return civility to the roads."