March 18, 2002


MINI party in Montreal tonight

Montreal, Quebec – After holding a promotional MINI Velocity party in Vancouver last week, the MINI team will hold its invitation-only VELOCITY party at the Le Nouveau Club Soda at 1225, boulevard St-Laurent in Montreal at 8:00 pm. tonight. The party will feature special guests Canadian recording artists theNEWDEAL.

With less than a week to go until the MINI’s Canadian market launch on March 22nd, BMW Group Canada is using street-level initiatives to target young, urban professionals. The campaign includes MINI Street Teams, street posters, parking lot boom ads, urban weekly advertising, radio advertising, and a mobile media truck all promoting exclusive “invite only” parties in each market.

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. A two-year lease for a MINI Cooper will be awarded in each city to one lucky guest. 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.

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