BMW PREPARES FOR MINI COOPER LAUNCH
By Adnews Staff
BMW Group Canada of Whitby, ON has added a street-level component to the marketing campaign supporting the upcoming launch of its Mini Cooper. "Mini Street Teams" are travelling the downtown core of Vancouver, Montreal and Toronto to distribute promotional materials to people at clubs, restaurants, movie theatres and sporting events. The handouts direct consumers to the <http://www.mini.ca> Web site. Street posters, parking lot boom ads, urban weekly advertising, mobile billboards and radio advertising are also running in each city to promote invitation-only Mini Cooper launch parties. Taking place in Vancouver on March 14, in Montreal on March 18 and in Toronto on March 20, the "Velocity" parties will host celebrities, early buyers of Mini Coopers, Mini retailers and radio promotion winners. Entrants can attempt to win an invitation at the Mini Web site. The "Velocity" initiative was created by Encore Encore Strategic Marketing of Toronto. Existing television, cinema, print and washroom advertising for the Mini Cooper was created by Taxi Advertising & Design of Toronto. The car will be released in Canada on March 22.