BMW PROMOTES NEW 7 SERIES
By Adnews Staff
BMW Canada of Whitby, ON is supporting the launch of the new BMW 7 Series tomorrow with its largest advertising campaign to date. Created by its agency of record, Toronto-based Cundari Integrated Advertising, the campaign began the week of Jan. 7 with teaser ads in the National Post, The Globe and Mail and Les Affaires. The ads contained reviews from automotive journalists intended to stimulate consumer interest in the line. The campaign continued with a "national business drive" event on Jan. 9 for customers who had pre-purchased a 7 Series. The event included a test drive with a professional driver. An invitation-only preview event was held last week at Roy Thomson Hall in Toronto to give 1,400 people a preview of the cars. Advertising continues with a four-page insert in the National Post, The Globe and Mail and Les Affaires newspapers on Monday. Using the headline "Communicating with the road is a given. So too is communicating with the driver," the insert promotes the performance of the 7 Series as well as its operating concept called "iDrive". Television advertising will follow this spring.