MUMBAI: NBC Universal and Volkswagen have entered a multi-year global marketing alliance. As part of the partnership, Universal will incorporate Volkswagen's products and brand, in its film, DVD, worldwide theme parks, and other entertainment properties.
According to media reports, the deal will cost Volkswagen an estimated $200 million and the company will support numerous media and entertainment related properties of NBC Universal through international marketing and promotional efforts. Both companies plan to develop mutual marketing programs.
"This will represent one of the largest and most comprehensive alliances in the entertainment industry and prepares the ground for new ways of reaching consumers on a global scale. Product placement and the movie industry are a growing factor in car promotion and Universal Studios is the most consistently successful movie studio in recent history. With their theme parks and their huge television section with NBC and other attractive TV stations, NBC Universal offers a highly attractive platform to promote our products and brand, which no other studio can offer," said Volkswagen CEO Dr Bernd Pischetsrieder.
Universal Studios President and Chief Operating Officer Ron Meyer, on the other hand said, "We are very proud to be in business with a creative and dynamic company such as Volkswagen. Our historic alliance underscores how important corporate partnerships have become in attracting consumers around the world, and I believe that together we are in a unique position to capitalise on many new opportunities in the marketplace."
"We are pleased to welcome Volkswagen as a marquee, NBC Universal partner. The Volkswagen product line is stylised, design-driven and contemporary and the perfect demographic match for our entertainment properties," said Universal Studios Partnerships executive vice president Stephanie Sperber.
For Volkswagen this cooperation offers a wide range of opportunities including product placement, Volkswagen's presence at Universal's film premieres and home entertainment releases, common global media-based promotional campaigns, and theme park sponsorship and integration.
The deal also calls for Volkswagen to explore original TV programming and on-air film-related promotions. The initial focus of activities will be on the US and European markets where Universal will have access to a wide range of Volkswagen products for all prices and age groups, with approximately 20 different models under the Volkswagen brand.
