EXPERIENTIAL MARKETING · DRIVER EVENTS
VOLKSWAGEN
DRIVING EXPERIENCE
More than eight years of global programme design and delivery—around 200 premium driving events and 20,000 participants each year.
PROJECT OVERVIEW
TURNING DRIVING INTO A BRAND EXPERIENCE.
For more than eight years, I was responsible for the global conception and delivery of the Volkswagen Driving Experience.
The programme combined premium driver training with carefully designed travel and hospitality experiences, creating a consistent customer journey across international destinations and event formats.
With around 200 events and 20,000 participants each year, the work required precise programme development, partner coordination and operational delivery on a global scale.
PROJECT SNAPSHOT
CLIENT
Volkswagen AG
MARKET
Global
FOCUS
Premium driver events
Driver training
Travel and hospitality
Participant experience
SCALE
More than eight years
Around 200 events annually
Around 20,000 participants annually
Global delivery