March 5, 2002
BMW promotes MINI with exclusive VIP parties
Whitby, Ontario – Prior to the market launch of the new MINI in about three weeks, BMW Group Canada is holding a series of exclusive, invitation-only VIP parties in Vancouver, Montreal and Toronto.
The VELOCITY parties (Vancouver: Thursday, March 14th, Montreal: Monday, March 18th and Toronto: Wednesday, March 20th.) will feature Canadian recording artists theNEWDEAL and their unique improvised breakbeat house music. The VIP guest list will include celebrities, buyers of MINI Cooper Launch Edition models (available on line at www.MINI.ca), MINI retailers and radio promotion winners. The public can register for a chance to get on the guest list by visiting the VELOCITY section of www.MINI.ca. A random draw will be conducted one week prior to the party and winners will be notified via e-mail.
To promote the VELOCITY parties, BMW Group Canada has been conducting a unique marketing campaign that includes MINI Street Teams, street posters, parking lot boom ads, urban weekly advertising, radio advertising, and a mobile media truck. Over the past week, MINI Street Teams have invaded the downtown streets of Vancouver, Toronto and Montreal. Driven by a team of men and women wearing clothing designed by Kenneth Cole, three MINI Coopers in each city are stopping in front of clubs, restaurants, movie theatres, concerts, and sporting events where they are handing out VELOCITY promotional materials directing people to register at www.MINI.ca for a chance to get on the guest list.
“A distinctive brand like MINI necessitates a distinctive marketing campaign,” explained Manfred Braunl, National Marketing Manager for BMW Group Canada. “And for MINI, this means using non-traditional creative and mediums to support the distinct MINI brand personality.”
MINI Canada is a division of BMW Canada Inc. and currently has 15 dealers across the country.