Cultural Cross-roads: Preserving the Classic Volkswagen in Pakistan

Abstract

As the world’s largest automobile producer, Volkswagen’s global presence is significant yet it’s market visibility in Pakistan has dwindled since the 1970s due to the increase in foreign import taxes and lack of local production. However, the classic Volkswagen vehicles still have a significant following amongst the local population. This is where the Volkswagen Club of Pakistan plays a significant role. The promotional campaign for Volkswagen Club of Pakistan (VWCOP) took place over the span of four months with the long-term goal of increasing the club’s public recognition, revamping the brand’s online presence and public image and creating interest about the brand amongst new audiences. Our primary audience was the club’s key demographic of Volkswagen owners and enthusiasts and the secondary audience was young, classic car enthusiasts residing in the Islamabad-Rawalpindi area. The campaign included both digital marketing as well as on-ground activations. The effectiveness of the campaign will be gleaned through analysis of social media metrics at the end of the four-month time span. Keywords: Public relations, Volkswagen, Classic cars, Vintage cars, Nostalgia, Car enthusiasts,