Volkswagen of America last week began a feel-good tour showing off the redesign and spirit of the New Beetle.
The Force of Good tour sends eight Beetles and their driver/ambassadors to do good deeds in seven cities. The tour kicked off in New York City last week, where teams paid drivers’ tolls and fed parking meters, gave out cold drinks and coffee, helped clean up a park and gave away branded Force of Good premiums.
The Beetles convene in Boston this week, attending local fundraisers and festivals. Then it’s off to Chicago (timed to the Chicago International Film Festival and The LaSalle Bank Chicago Marathon), Detroit, Seattle, San Francisco, and Miami (for the South Florida Auto Show). Tagging along for the tour are the Yo-Yo Team of Rebecca and John Higby, who entertain passers by.
The tour runs through Nov. 8, with five-day stops in most cities. A dedicated Web site, Forceofgood.com, invites Beetle owners to nominate themselves to be included later in Force of Good trading cards online and in upcoming print ads. (Entrants submit a photo and essay on their good deeds.) Arnold Brand Promotions, Boston, handles the effort.
This is New Beetle’s first redesign since its 1998 reintroduction. A change in the front bumpers gives the car a bigger “smile,” with new bright colors and a faster 2.5-liter engine.
“The Beetle has always embodied the spirit of fun and goodness. We want the updated New Beetle to be a purveyor of joy, transporting our ambassadors from city to city and making a positive impact within each community,” said VW Brand Marketing Manager/Multicultural Marketing Manager John Gasloli in a statement.
Arnold has handled VW’s advertising and promotions for 10 years; the business shifts by yearend to Crispin, Porter + Bogusky, Miami. (Sept. 13 Xtra)
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