CAMPAIGN-I: Website revamp as VW plots to bolster new-media activity

Volkswagen is to dramatically step up its investment in new media as it seeks to bring the strengths of the brand’s offline presence to its web marketing activity.

Volkswagen is to dramatically step up its investment in new media

as it seeks to bring the strengths of the brand’s offline presence to

its web marketing activity.



A range of fresh activity is scheduled to appear, beginning with the

relaunch of Volkswagen.co.uk this week. The increased activity will

swell VW’s online spend.



Microsites are being created and added to the umbrella VW website for a

number of models, including the Sharan and Lupo.



As well as offering detailed information and images of different

vehicles, the sites are seen as major tools to tempt potential car

buyers in signing up for a test drive.



Jason Goodman, the managing director of BMP Interaction, the digital

solutions agency behind the campaign, said: ’Research has proved that

audiences interested in the Sharan brand have a high level of

penetration of online usage. A Sharan microsite provides a great media

vehicle for that audience.’



Extensive online ad campaigns are also being launched, with activity for

the Lupo breaking this week across major consumer and automotive

websites.



BMP has previously run an online marketing campaign supporting the

launch of the new Polo in January.



According to Goodman: ’These new initiatives are just the start of a

series of dig-ital marketing plans and are an indication of what’s to

come. VW will be one of the brands to watch on the web.



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1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).