International Driving Presentation of the new VW Touareg

For the presentation of the new VW Touareg in March 2010 in Tuscany, Triad Berlin developed and realized the constructional and technical planning of the press event, which included a special driving experience. For the back-to-back event that was held on 18 consecutive days, members of VW’s executive board and journalists form all over the world were flown into Florence and driven in VIP Shuttles to Granducato, where they received a short introduction to the new Touareg and Hybrid Touareg models in a specific VW media and press truck. After this introduction, journalists could test-drive the new models in Florence on an off-road test track which had been built particularly for this occasion. Subsequently, a press conference was held on the idyllic grounds of the “Villa Le Maschere” hotel, where facts and data about the new vehicle were presented. The conference took place in a custom-built press tent whose design followed the simple yet elegant corporate design of VW. The grand finale of the event was a festive gala dinner, hosted in the atrium of a Florentine Renaissance villa.