SNOQUALMIE, Wash. - Sometimes things just come together.
Volvo manager Anders Robertson was watching an 'Entertainment Tonight' interview July 12 with U.S. women's soccer star and Sports Illustrated cover girl Brandi Chastain. The discussion turned to marketing opportunities, and she was asked what company she'd like to promote.
She said she'd love to do something with Volvo because she likes the company's safety image and its new models.
The next day, Robertson, 32, sent an e-mail message relating the discussion to Mark LaNeve, vice president of marketing and network at Volvo Cars of North America Inc.
'You might want to look into this,' Robertson suggested in the note.
LaNeve takes the story from there: 'I called Integrated Sports International (a sports marketing firm) and asked a guy I know there to find out if she really said this, and, if she did, to find out who her agent is because maybe we can do something. The guy says, `Brandi is coming here in 45 minutes.' '
Forty-five minutes later, LaNeve's friend called him and handed Chastain the phone.
Chastain agreed to take delivery of the first U.S. Volvo V40 here at the press introduction of the small sedan and wagon on Thursday, July 22. She also agreed to appear at a couple of other Volvo events.
A delighted LaNeve said: 'She's perfect (for our target market): 31 years old, active, intelligent and energetic.'