VW launch student-driven

News-Ed major Kyle Haas inspects the first Tiguan to arrive at the School. (Photo by Kasia Broussalian)

SJMC students got a rare chance to participate in the U.S. media launch of a new Volkswagen vehicle that drew about 120 professional automotive and business writers to campus for a series of press events May 14-16.

Some three dozen of the 2009 Tiguan "crossover utility vehicles" were brought to campus for the launch, said Volkswagen of America Inc. spokesman Keith Price. U.S. automotive writers had already seen the compact, turbocharged four-wheel-drive SUV that was released last year in Europe, but the CU-Boulder event was their first opportunity to test-drive it. "Boulder reflects the active lifestyle of the Tiguan customer and prospect profile," Price said. "It's a perfect fit."

"We're delighted to offer a professional experience to aspiring journalists," said Volkswagen Group of American CEO Stefan Jacoby.

About 40 students attended the May 16 press briefing and then took the vehicles on a half-day test drive along the Front Range, said Dean Paul Voakes. Some students also helped shepherd members of the automotive press from the morning briefings in Old Main Chapel to the Tiguans lining University Avenue, and others helped VW personnel prepare the St. Julien Hotel in downtown Boulder for a media dinner.

Steve Keyes, director of corporate communications for Volkswagen of America, delivers a press briefing for the Tiguan launch. (Photo by William Drumm)

PR students attended a morning press briefing and then met with VW managers to discuss the fine points of preparing and delivering their presentation. "It's not often we can give our students hands-on experience in public relations, advertising and magazine journalism in the same event," Voakes said.

In addition, Road & Track magazine accepted test-drive reviews from CU journalism students and published the one they considered to be the most professional, written by News-Editorial junior Cameron Naish, on its Web site.

Most new vehicle launches occur on the West Coast, Price said. "The Rocky Mountains are used much less due to altitude. A normally aspirated vehicle, without a turbocharger, loses power at higher altitudes," he said.

The collaboration between the SJMC and VW was set in motion by Jeff Graham of Crispin Porter + Bogusky in Boulder. Graham is a member of the CP+B creative team working on the Tiguan campaign and a CU adjunct advertising instructor.

The week prior to the launch, Graham, Price, Road & Track Deputy Editor Matt DiLorenzo and promotions specialist Jenny Kryszan of Automotive Events visited campus to outline various aspects of the Tiguan campaign and launch, and also provided career insights and advice.

Tiguans line University Avenue. (Photo by Willilam Drumm)