January 14, 2005
NBC Universal and Volkswagen sign strategic marketing agreement
Los Angeles, California & Wolfsburg, Germany – NBC Universal and Volkswagen announced the creation of a multi-year global marketing alliance. As part of the partnership, Universal will incorporate Volkswagen’s products and brand, in its film, DVD, worldwide theme parks, and other entertainment properties.
Volkswagen will support numerous media and entertainment related properties of NBC Universal through international marketing and promotional efforts. Both companies plan to develop mutual marketing programs.
“This will represent one of the largest and most comprehensive alliances in the entertainment industry and prepares the ground for new ways of reaching consumers on a global scale,” said Dr. Bernd Pischetsrieder, CEO of Volkswagen. “Product Placement and the movie industry are a growing factor in car promotion and Universal Studios is the most consistently successful movie studio in recent history. With their theme parks and their huge television section with NBC and other attractive TV stations, NBC Universal offers a highly attractive platform to promote our products and brand, which no other studio can offer.”
“We are very proud to be in business with a creative and dynamic company such as Volkswagen,” said Ron Meyer, President and Chief Operating Officer, Universal Studios. “Our historic alliance underscores how important corporate partnerships have become in attracting consumers around the world, and I believe that together we are in a unique position to capitalize on many new opportunities in the marketplace.”
For VW this cooperation offers a wide range of opportunities including
product placement, VW’s presence at Universal’s film premieres and home
entertainment releases, common global media-based promotional campaigns, and
theme park sponsorship and integration. The deal also calls for VW to explore
original TV programming and on-air film-related promotions.