Within the PR-cooperation with Volkswagen Commercial Vehicles brand agency Eventum Premo have repeatedly organized support press tours for Russian media. Over the past year 2009, we had no fewer than 16 additional projects, each of which was a real event for the press: Hannover Motor Show, Frankfurt Motor Show, Test-drive the new T5 in Italy, an exclusive press tour at the Dakar Rally, round on the Pre-prime test new Amarok in Cordoba (Argentina) and many others.

Amarok is the first pickup of Volkswagen. And its target market - this is South America, but it is no secret that in Russia for some pickups fashion, it is his own style even more than the need to have a cargo compartment of 1,5 tons.

Thus, the brand Volkswagen Commercial Vehicles has organized large-scale run on the New Amarok on the roads in Argentina, "Argentina's Switzerland" (as the place called the Argentines themselves) in a cozy and beautiful town of Bariloche. Ability to "steer" a novelty fell to 300 media representatives, among whom were Russia's top automotive journalists from the publications: "Behind the wheel», «Top Gear», «Auto Review", "Horn», «Quatroruote», «Autoworld", " Autopanorama ", " Buy a Car "," 5th Wheel ", "4x4-wheel drive "and others. "Wordsmiths" have shown themselves to be real predators in the off-road manners with genuine racers, thanks to the technicality of the new Amarok. Active work on the road has been replaced by no less active communication with the organizers of the journalists during a press conference and in the dinner. This was for us (representatives of Russian traditions PR-communications) is a bit surprising, when straight from the podium we were invited to dinner and... at the same table we sat down with Director of Sales in Europe and the CIS countries, and the next table with another group of Russian journalists sat Chairman VW NFZ. We decided that after the press conference, journalists ask questions, and then a group of organizers "separated" and talking among themselves. It also was used by the other mechanics: the speaker himself came up and asked if he could join us, he began to talk about "price sensitive", "secret evidence", thus fueling the fire in the eyes of journalists and making our dinner is really interesting. I can say that it works perfectly, but for two factors:

- It must necessarily be competent or "authoritative" representative (Director of Communications, which certainly developed a marketing strategy and created the concept of the presentation, unfortunately, does not fit, will be more suitable design engineer)

- It must be a group of media is not more than 10 people, otherwise they begin to talk among themselves and do not listen to the answers the speaker / s, the discussion does not develop, but the speaker can not hold the attention of all participants.

Program of press tour supposed 2 free day, it was a necessity rather than a bonus for the participants of the tour as a flight to Buenos Aires takes more than 24 hours. One day, we have provided free time and evening visit to the best of Argentina Tango show with dinner, but on the second day of a tour around the city. Journalists travel a lot, and they are hard to surprise, but we have succeeded, thanks to a test-drive the new model, and thanks to carefully thought-out tour in which they were able to see the beautiful city of Buenos Aires. After visiting Argentina - does not mean to see Argentina, unfortunately, the journalists often the case.

In addition to the pleasant weariness, all the journalists present remained a storm of emotions and impressions, and species of the picturesque village of Bariloche and Buenos Aires have helped not only emotionally "refresh" the audience, but also to test new Amarok in all its glory.

Фото: