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Seven finalists worldwide will join in final, frantic search for a Volvo XC90 V8 SUV buried somewhere in the world; Part of Volvo’s promotion with Disney’s Pirates of the Caribbean: Dead Man’s Chest


Volvo continues Pirates promotion through August with local retailer radio events and product sweepstakes


IRVINE, Calif. (July 17, 2006) — Seven would-be pirates from around the world will converge in a secret location next month as Volvo Car Corporation’s global, multi-media treasure hunt for a Volvo XC90 V8 SUV that has been buried somewhere in the world reaches its final leg.


The hunt, in which Volvo is conducting as part of its official promotion of Disney's Pirates of the Caribbean: Dead Man's Chest, drew more than 52,000 U.S. participants. The individuals participated for about a month in a challenging, engaging and fun-filled online adventure at to solve a series of online clues and puzzles using an official treasure map obtained at Volvo dealerships nationwide.


Throughout the course of the online hunt, participants created and joined in on message boards and blog sites sharing tips and information on the hunt’s oft-times complex clues. The finalists who will now participate in the final leg will be selected from those who were the first to correctly guess the final clue when the online leg concluded July 12.


“To have more than 52,000 unique visitors to our retail facilities and online game far exceeded our participation expectations for the Hunt and equally exciting is the fact that 25 percent of those participating opted-in for more information on Volvo when they registered,” said Anne Bélec, president and chief executive officer of Volvo Cars of North America. “We’re thrilled with the excitement the Hunt generated and the enthusiasm of its participants. It provided a first-of-its- kind fun, family-friendly summer movie tie-in for Volvo customers.”


The finalists – expected to be three from the United States and one-each from the United Kingdom, Spain, Japan and Austria – will, in August, be flown to the Volvo XC90’s secret location, where for two days they will receive additional clues to lead them to the vehicle’s burial site. Shortly thereafter, Volvo will premiere Webisodes of the final leg on the site.


The buried one-of-a-kind, pirate-themed Volvo XC90 features a variety of Pirates of the Caribbean: Dead Man’s Chest-inspired elements, including menacing graphics from the film, black leather seats, custom painted 20 inch wheels and more.


Pirates Promotion Sails On


Volvo, continuing Pirates promotional activities through August, now begins a national radio campaign and sweepstakes with Clear Channel Katz. The radio campaign will air beginning July 17 in 32 top U.S. markets on 168 Clear Channel and Katz Radio Group stations handled by Clear Channel Katz Advantage.


The centerpiece of the campaign is the Volvo Pirates Treasure Sweepstakes in which visitors to Volvo dealer locations may select a treasure coin to be entered into the sweepstakes at Over 30,000 prizes will be awarded including a Grand Prize trip for four on a secret tropical treasure hunt; home entertainment systems; Zizzle’s Pirates of the Caribbean: Dead Man's Chest prize toy package; Kodak digital cameras; download codes for legally “Pirated Music.”


Volvo’s promotion of Pirates of the Caribbean: Dead Man’s Chest grew out of the partnership with Disney for the worldwide Volvo Ocean Race. The Volvo ship bears the name of the same boat in the first Pirates of the Caribbean movie, “The Black Pearl.” The Ocean Race began in Vigo, Spain on Nov. 12, 2005 and ended in Gothenburg, Sweden on June 17, 2006.


About Volvo Cars of North America


Volvo has been building cars with Safety in mind for over 75 years. The current 2006 model line-up of Volvo Cars includes: the award-winning new S40 and its wagon counterpart the all-new V50; the award-winning XC90; the sporty S60 sedan – including the award-winning performance sedan – S60 R and the performance wagon version – V70 R; the S80 luxury sedan; the versatile V70 wagon and rugged XC70 (Cross Country); and the soon-to-be released new Volvo C70, the convertible with the innovative retractable hardtop.


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Kim McMartin

Haberman & Associates



Roger Ormisher

Volvo Cars of North America


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