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VW Atlas Cross Sport Media Launch

Volkswagen Canada

February 2020

Vancouver + Whistler, BC

Volkswagen of America invited four overlapping waves of media (including VW Canada, VW Mexico, VW of America, VWAG) to attend the 2020 Atlas Cross Sport Media Drive taking place in British Columbia. The all new Atlas Cross Sport is an addition to the Volkswagen lineup for 2020, slotting into the same mid size SUV segment as the regular Atlas on which it is based.
Journalists were given a chance to experience the Atlas Cross Sport firsthand on the open road during a mapped road drive from downtown Vancouver to snowy Whistler village.
Premium hospitality was provided at all participant touch points. Custom graphics, designed to brand standards, accented the unique venues throughout the tour, featuring a motif of the dynamic drive route from downtown Vancouver to Whistler Mountain. British Columbia’s scenic Sea to Sky Highway was the backdrop to the Atlas Cross Sport experience.