Ssangyong Motors last week launched a new marketing campaign, “The W Experience,” in a move to offer premium VIP services to the owners of its best-selling flagship sedan Chairman W.

Cultural and other events, such as gallery visits and driving schools, will be provided under the campaign, the carmaker said Sunday.

The “Flower Art in Gallery” is one such program provided exclusively for the spouses of drivers who own Chairman W models produced before this month.

The event, which will be held at Gana Art Gallery on Dec. 11, will offer a chance to browse art accompanied by a docent, followed by lectures on creating holiday wreaths.

In the past, Sssangyong had co-hosted a concept car project for the Korando C with the gallery.

“We believe we’ve heralded an era of super-large flagship sedans with the Chairman W, and with the W Experience, we hope to show our respect for our premium customers,” said Lee Yoo-il, chief executive of Ssangyong.

He added that “premium” was one of the three leading product philosophies for Ssangyong, alongside “robust” and “specialty.”

Last year, the carmaker focused more on outdoor marketing by running camping events and driving schools in an attempt to highlight its strength in the sports utility vehicle segment.

Ssangyong unveiled the Chairman W in 2008 and this year released the upgraded Chairman W, also known as the CW700 4Tronic BOW Edition, which was designed for CEOs.

By Kim Ji-hyun (jemmie@heraldcorp.com)