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Volkswagen Elected to The 2000 Marketing Hall of Fame(R)

31 May 2000

America Online and Volkswagen Elected to The 2000 Marketing Hall of Fame(R); They Definitely Know How to Build Brands

    NEW YORK, May 31 America Online and Volkswagen, two
companies that have built their names into outstanding global brands, have
been elected to the prestigious Marketing Hall of Fame(R), sponsored by the
New York American Marketing Association.  Each year, panels of experienced
senior-level industry leaders select the brands most deserving of this
distinction.  This year's Honorary Chairman of the Marketing Hall of Fame is
Burt Manning, Chairman Emeritus of J. Walter Thompson Worldwide.
    Volkswagen, based in Auburn Hills, MI, will be honored in the classic
category-brands over 25 years old -- for its enduring success in the
marketplace.  For over 51 years, Volkswagen has demonstrated that consistency
is the key to effective brand building.  Despite the ups and downs of
business, Volkswagen has maintained one primary positioning:  "We are
different and proud of it."  Since 1995, when the "Drivers Wanted" campaign
was introduced, the company has experienced one of the greatest comebacks in
automotive history.
    America Online (AOL), based in Dulles, VA, won in the current category,
which recognizes major brand building in the past five to ten years.  Despite
the overwhelming clutter on the Internet, AOL has consistently maintained a
distinctive image through all communications -- clearly setting the brand
apart.  In the face of competition, AOL has made itself dear to the hearts and
minds of mass consumers by making Internet access both easy and accessible,
and fostering a sense of community among its members.
    Volkswagen and America Online will be inducted in the Marketing Hall of
Fame as a highlight of the 31st Annual EFFIE(R) Awards Show, presented by the
New York AMA on June 7th at the Marriott Marquis in New York.  Previous
winners include Hallmark, Amazon.com, Coca Cola, Federal Express, Kodak,
Disney, Nike, Saturn, Apple and McDonald's.

    The Marketing Hall of Fame was created in 1993 by the New York American
Marketing Association (http://www.nyama.org) to recognize the valuable
contribution that marketing makes to the American free enterprise system.  The
Marketing Hall of Fame salutes those who have sustained success and
contributed to overall marketing discipline by virtue of their high quality,
innovation, and professionalism.
    For more information or tickets to the EFFIEs, contact the New York AMA at
212-687-3280.