Volkswagen saves $100,000 with ETM


ETM was engaged to manage the launch of Volkswagen’s Game Changing SUV (Tiguan) which was composed into a cost-effective three-week event.



  • To launch the Game Changing SUV to Dealerships & Press.
  • To compose the event into a cost-effective three-week event, maximising the availability of the venue.
  • To utilise Elements of Byron Resort, a new venue that complimented the style of Tiguan.
  • Management of logistics for 12 groups of delegates throughout the three-week period



The event was held at the brand-new Elements of Byron in Byron Bay. The style of the resort helped cement the positioning of the car as a lifestyle enhancer.

ETM worked with VW and the resort in sculpting a program for media, dealers and trainees that would work with the tight availability of Elements of Byron but also ensured a cost-effective solution for VW. ETM managed one venue contract for bulk buying negotiations across multiple VW departments.

From a logistical perspective, ETM managed multiple delegate movements over the three-week period, including accommodation and travel arrangements for groups of dealers flying in for a one-and-a-half-day intensive program. The different groups were overlapping at lunch so ETM ensured each group movement was meticulously managed.

Furthermore, the vehicle test-driving activity was enhanced by using a private property for an off-road driving experience. ETM helped to customise the vehicle a course and managed negotiations for the private property.


  • ETM achieved for Volkswagen $99,482 in negotiated cost savings
  • Seamless movement of the dealer groups over multiple dates
  • Outstanding feedback from Volkswagen and their dealers, a premium experience for all
  • Tiguan went on to win the 2016 Car of the Year award


Interested to find out how ETM can deliver cost savings for your next event? Get in touch today:

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