WOLFSBURG - Volkswagen has appointed Hamburg-based Boening & Haube to handle the advertising of its Autostadt (German for auto city), whose opening is set to coincide with that of Expo 2000 in Hannover on June 1.
Munich-based Start advertising also pitched for the sizeable budget, estimated to be worth A15 million.
Volkswagen is investing around A450 million in the site, which is designed to be an automobile theme park in the carmaker's hometown of Wolfsburg. The idea is to cultivate lifelong brand loyalty in its customers.
Consisting of a vehicle delivery center surrounded by entertainment and information exhibits, the complex includes a Ritz-Carlton hotel, a museum, twin glass towers each with room to hold 400 cars a customer center and separate pavilions for each of the VW brands.
The venture, expected to attract 1.2 million visitors each year, already has its own website, www.autostadt.de.