Each of the 12 sessions will see 450 dealers travel to Dresden airport where they will be able to see the new car.
"We are not going into a great car reveal, it speaks for itself,
said Jack Morton Worldwide managing director Laurence Croneen.
The dealers will then be split into two groups - one of which will be taken away to test-drive the car, while the other goes to the VW facility in Dresden where the Phaeton is made. In the evening the groups will be brought together to enjoy food, entertainment and networking. The groups will swap activities on the second day.
"The aim is for everybody to experience and understand more about Phaeton customers,
said Croneen. "For many dealers it will be the first time they will need to handle this new customer face-to-face, so we want to generate an understanding of who they will be selling to through the experience."
Jack Morton Worldwide also put together a brand video, which was played to visitors at the Geneva Motor Show last month. It was shot in the UK and the south of France. Croneen said it "showed a number of vignettes that picked up on values that are important to the VW Phaeton customer".