NEW YORK Volkswagen of America has signed on to sponsor an eight-month online and on-air program that will spotlight companies leading the way to economic recovery.
The series, called "Road to Prosperity," kicked off yesterday on the CBS MarketWatch Web site (cbs.marketwatch.com/volkswagen/) and this weekend on the syndicated television business magazine, CBS MarketWatch Weekend. The audience of the Web site and TV show skews toward the 25- to 54-year-old affluent, college-educated demographic.
The online portion includes a profile of the featured company, which is selected based on factors such as profit and sales, innovation, community involvement and corporate governance. As a part of its tie-in, Volkswagen gets a full-page introductory message and other prominent ads on the "Road to Prosperity" microsite.
On CBS MarketWatch Weekend, Volkswagen will sponsor in-depth interview segments with top executives and employees of the chosen companies. This week's highlighted company is Carnival Corp.'s Carnival Cruise Lines of Miami.