According to The Wall Street Journal, Volvo will not be launching any television advertisements or national print campaigns, except for a couple of specialist car magazines such as Motor Trend and Car and Driver.
Volvo has signed a deal with the Internet service provider America Online Inc (AOL), which includes banner and column advertisements on various pages throughout AOL's web site. The ads will direct users to http://www.revolvolution.com, which Volvo has set up especially for the S60 campaign. AOL subscribers can also earn up to USD2,100 of free options when purchasing a new vehicle, while Volvo is also mailing out 500,000 CD-ROMs about the new vehicle.