The iconic German motoring brand has lined up appearances at Blackheath Bike and Kite festival on Saturday 13 and Sunday 14 June, Gold Coast Ocean Festival in Devon from Friday 19 to Sunday 21 June, and Cornwall Holiday Beach Hop on Saturday 18 and Sunday 19 July.
It has also formed partnerships with sports and leisure brands Snow+Rock and Cycle Surgery and linked up with several brand ambassadors, including female windsurfer Bryony Shaw and wakeboarder Matt Crowhurst.
The ambassadors will be given a Volkswagen lifestyle van for a year, with a video camera to film their experiences. The footage will be accessed via a microsite.
"Volkswagen's lifestyle vehicles have always been part of the idea of ‘Escape' in popular culture, originally through the 60s hippy movement and subsequently through their adoption by surfers, adventurers and families who want more freedom," said Shaun McIlrath, executive creative director at Iris.
"This campaign is not about advertising; it is about reinforcing that cultural connection and making the dream of escape available to more and more people at a time when they really need and want it."
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