Volvo Cars UK joins Hard Rock Calling as Official Automotive Partner

20 April 2010

To welcome the arrival of the all-new Volvo S60 in the UK market, Volvo Cars has collaborated with the Hard Rock Calling Festival 2010 to be

To welcome the arrival of the all-new Volvo S60 in the UK market, Volvo Cars has collaborated with the Hard Rock Calling Festival 2010 to be the Official Automotive Partner of the events.

The festival will feature the all-new Volvo S60 as it makes its first appearance in the UK. The car will be put on show during the three-day music event for attendees to examine its latest coupe-like design. Volvo Cars, as the Official Automotive Partner, will also provide shuttle services for VIPs and guests in specially-branded Hard Rock Calling cars.

Volvo Cars UK Managing Director Peter Rask described this new involvement in the event as a move towards cementing the brand’s relationship with the British music scene, which they started in 2008 at the C30 Festival Moments campaign and continued with their recent partnership with Snowbombing 2010.

He added that the event also “provides us with a great opportunity to showcase the all-new Volvo S60 to an audience who are happy to let their hair down and embrace their “naughty” side”.

Marketing Partnerships International President Simon Lewis exclaimed: “The Volvo S60 is a car that makes a statement – and what better place to debut that statement than in the environment of Hard Rock Calling and its perfectly matched audience of stimulated and engaged festival attendees. This will be an eye-catching addition to the festival and will blend effortlessly with the fans enjoyment of the shows”.

The Hard Rock Calling Festival will take place from 25–27 June 2010 at Hyde Park, London, with Sir Paul McCartney, Stevie Wonder and Pearl Jam as headline acts.

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