The promotional campaign starts on July 15, and Volkswagen alone will be spending around 25 million dollars on its part, thanks to bosses prominently featuring their redesigned Touareg 2 in a major action sequence in the movie. Stephanie Sperber, exec VP, Universal Studios Partnerships revealed that it was the exposure that Bourne was sure to get them the world over that got the world’s major brands interested in the promotional campaign. "Bourne just translates everywhere in the world, and the brands got very excited about that," Variety quoted her, as saying.
And the same goes for Universal. "It's critical to have partnerships. It's getting us the out-of-aisle placement in media where we don't typically go.
It's media we just couldn't buy. It's getting our content in front of eyeballs. That is critical to us," she added.
Meanwhile MasterCard, one of Universal's long-time corporate partners, will use its vast network of banks to reach millions of cardholders. The promotional campaign starts on July 15, and Volkswagen alone will be spending around 25 million dollars on its part, thanks to bosses prominently featuring their redesigned Touareg 2 in a major action sequence in the movie.
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