Monday, 30th April 2007 (1172 views)

Car manufacturer Volvo has launched a treasure hunt to help promote its new model, hiding hundreds of gold doubloons as part of its sponsorship deal with the Pirates of the Caribbean film trilogy.

Participants from 22 countries are able to become involved in the hunt which will lead them to a chest sunk to the bottom of the ocean and filled with $50,000 worth of gold coins.

The treasure hunt is based on the success of last year's competition, which saw the car company bury a Volvo XC90 V8 somewhere in the world and 100,000 treasure hunters seek the prize.

But with the added prospect of a gold haul, this year's campaign has already seen some 6,000 people register to have a go.

"We had such a great response to the hunt last year that we really did feel the pressure to come up with something equally cool and attention grabbing this year," said Linda Gangeri, national advertising manager for Volvo Cars of North America.

She added that "yes, we really did sink a treasure chest to the ocean floor filled with gold and the key to a new Volvo".

Details of how to begin the treasure hunt will be unveiled on May 3rd.

 

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