Project Description

For a second consecutive year, Centigrade’s Experiential Team supported Volkswagen’s media drive program at the Monterey Car Week. Thirty eight international media from automotive, business and lifestyle outlets including Automobile, Car and Driver, CNET, Digital Trends, Auto Moto Und Sport, M6 Turbo and Top Gear joined a select Volkswagen management team to preview two new concept cars, the Atlas Tanoak and Atlas Cross Sport.

Project Details

Client:

For a second consecutive year, Centigrade’s Experiential Team supported Volkswagen’s media drive program at the Monterey Car Week. Thirty eight international media from automotive, business and lifestyle outlets including Automobile, Car and Driver, CNET, Digital Trends, Auto Moto Und Sport, M6 Turbo and Top Gear joined a select Volkswagen management team to preview two new concept cars, the Atlas Tanoak and Atlas Cross Sport.

Project Details

Client:

With the backdrop of the Monterey Peninsula media were able to drive, photograph and film the two concepts. The Centigrade team managed all elements of guest management including hotels, a fleet of VW shuttles, private dinners and logistics to ensure the group maximized their time and experience at the Monterey Car Week. Among the highlights were the Atlas Tanoak on show at McCalls Motorworks Revival, The Quail Motorsports Gathering and The Concours d’Elegance. The week culminated with the Volkswagen ID R Pikes Peak record breaking car displayed on the Pebble Beach concept lawn.

The results were immediate worldwide recognition of the concept vehicles via online publications, social media and blog posts.