On Wisconsin: The Volks Woman
If youve wondered who put together the classy, modernist VW exhibit at the 2009 Greater Milwaukee Auto Show, one answer is VWoAs marketing and auto show specialist Hallie Morrissey.
A Green Bay native, Hallie is a University of Wisconsin graduate who studied international business. After a stint at Ford and a gig a Nissan, she joined VW. Hallie says, she signed on because "VW has a vision for the future."
Hallie guides VWs presence at U.S. auto shows through customized grow rooms. These include well-conceived exhibits that encourage shoppers, owners and especially dealers to check in and check out VWs booths.
Each auto showplace comprises a blend of talented product specialists and modernist fixtures under eye-grabbing hallo lighting. Lines are angular. Simplicity rules. Brand messages arent lost in a busy array of shiny cars.
Exhibits are cool with an emphasis on the VW logos white and blue. German design firm Zebra provided the overall aesthetic scheme and Exhibit Works created kiosks.
Hallie claims there are differences between European and American shows. For instance, VWs overseas exhibits are serious, whereas the American versions are playful with more interaction between customers, the installations and brand specialists.
At Milwaukees show, VWs turf provided lots of interactive opportunities: a Simon game (you tap out patterns on color domes), Caraoke (sing along with the New Beetle), GTI simulator, wall of spinning alloy wheels, a Bauhaus-like rest area and black-Max Beetle penholder souvenirs.
Caraoke, according to Hallie, illustrates an important objective: appealing to diverse demographics. Kids love it and it is a party favorite during swank adults-only, pre-show galas. Hallie notes that VWs product specialists are multilingual, which lends an international flair.
Hallie believes her Wisconsin roots prepared her for her fascinating role as a marketing specialist in the competitive, fast-track worldwide auto biz.