Volkswagen To Elevate Urban Ownvers and Prospects To Celebrity Status During All-Star Weekend

Volkswagen million dollar sweepstakes, personal paparazzi, big ticket giveaways, celebrity sightings and more throughout “In it to Win it” weekend

AUBURN HILLS, MI - February 7, 2007: Volkswagen of America, Inc. announced today that it’s taking its Volkswagen Important People (VW i.p.) initiative a step further by creating a complete “VW i.p. Experience” from Friday, February 16, 2007 through Sunday, February 18, 2007. As Las Vegas guests cruise the Strip or visit the Fashion Show mall they will get a first hand look into celebrity life. The VW i.p. Experience creates a destination where anyone can be treated as a star and allows Volkswagen an opportunity to communicate a direct message of respect, appreciation and value to the African-American and urban community.

“Whether it’s having their picture taken by personal paparazzi, being pampered at the VW i.p. Experience Lounge, taking a Million Dollar Joy Ride or winning prizes, the goal is to create an environment where people find themselves completely engulfed in the VW i.p. Experience,” says Kenyatta Bynoe, brand marketing manager at Volkswagen.

The Million Dollar Joy Ride is an integral part of the VW i.p. Experience, where participants can test drive a Touareg, Volkswagen’s luxury SUV, on a dual course track, located in the south parking deck of the Fashion Show mall. The uniquely designed driving course is meant to showcase both the Touareg’s on and off-road capabilities. After a test drive, participants can try their luck by “pulling the lever” on a customized slot machine with prizes ranging from party tickets to iPod shuffles. One lucky person could even win a grand prize of one million dollars! Other prizes include: An all expense paid trip to the 2008 All–Star weekend in New Orleans (this package contains two first class airline tickets; hotel accommodation; airport transfers, spending cash and tickets to the game); customized VW First Act guitars; Apple TVs, Verizon chocolate V-Cast phones, VIP gift cards (e.g., Louis Vuitton, Still) and many more big ticket items.

Those who participate in the drive will also receive an all-access pass to the VW i.p. Experience Lounge, a 1,000 square foot custom designed VW i.p. day spa strategically positioned within the Fashion Show mall. Upon entry, guests will receive nothing less than the royal treatment. Spa services include complimentary manicures, massages, barber services and make-overs given by experienced professionals. Guests will also enjoy light refreshments, video games and music provided by celebrity guest DJ’s, such as the legendary DJ Biz Markie. The VW i.p. Experience Lounge and Million Dollar Joy Ride will be open from 12 p.m. to 6 p.m. on Friday, February 16th through Sunday, February 18th.

By getting “in” and test driving the award winning Touareg, the VW i.p. “In it to win it” drive event, lets consumers gain entry into a world that personifies capability and luxury. As with past VW i.p. sponsored events, Volkswagen will continue its all-inclusive message that everyone should be treated like a VIP and enjoy the VW i.p. lifestyle.

In keeping with the VW i.p. Experience theme, the VW i.p. Paparazzi service, provided by Picture Marketing, Inc. will have a paparazzi visit popular places around Vegas snapping candid and staged photos of pedestrians, thus treating them like the celebrities Volkswagen considers them to be. After their personal photo shoot, they are presented with a VW i.p. access card bearing a web address, where they can view and retrieve their free photos. Once on the site, participants can either print or share their images with family and friends.

VW i.p. Celebrity Shuttle service will be provided throughout the weekend to some of the most sought after celebrities and athletes in the business. Additionally, Volkswagen will sponsor and provide car service for two of the weekend’s hottest and heavily attended celebrity events: National Basketball Players Association’s Gala and the Kenny Smith All-Star Bash, featuring Kenny Smith’s Celebrity Poker Tournament (TNT to broadcast live).

Past guests included: Dwyane Wade, Shawn Merriman, Andre 3000 and Big Boi of Outkast, Regina King, Carl Thomas, Ed Lover, Biz Markie, Sleepy Brown, Malinda Williams, Donnell Rawlings, Steven A. Smith and Alonzo Mourning.

Volkswagen of America, Inc. Founded in 1955, Volkswagen of America, Inc. is headquartered in Auburn Hills, Michigan. It is a subsidiary of Volkswagen AG, headquartered in Wolfsburg, Germany. Volkswagen is one of the world’s largest producers of passenger cars and Europe’s largest automaker. Volkswagen sells the Rabbit, New Beetle, New Beetle convertible, GTI, Jetta, GLI, Passat, Passat wagon, Eos and Touareg through approximately 600 independent U.S. dealers. Visit Volkswagen of America online at vw.com.