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BMW Canada promotes diesel vehicles

BMW Group Canada of Whitby, ON has begun a marketing campaign called "Diesel Detour" to promote the launch of its Advanced Diesel line of vehicles in Canada. The campaign seeks to convey the advantages of diesel vehicles and to address misconceptions about them. "Current consumer focus on efficiency has made it the perfect time to bring diesel BMWs to the Canadian market," said Kevin Marcotte, marketing director at BMW Canada. "We are confident that this campaign will attract Canadian consumers' attention and that our Advanced Diesels will deliver our 'Ultimate Driving Experience' brand promise that is communicated in this campaign." The campaign began with a print teaser ad in August, which ran in the Globe and Mail and various magazines. Model-specific newspaper and magazine ads began in November and will continue until February. The creative uses copy such as, "Enjoy more road in every drive" and "You're going to need more road." The Dec. 4 issue of Maclean's and the Nov. 21 issue of L'Actualité include a sliding cover ad that emphasizes the "more road" concept. According to the company, this is the first time this type of advertising has been used in Canada. The November issue of EnRoute also includes a fold-out cover, the first for that magazine. The campaign also includes a video presentation that will run online and on the seat-back displays of Air Canada flights in December and January. The ads direct consumers to a website at <>, which features a tool that demonstrates the greater distance a car can travel on a tank of diesel fuel. The campaign was developed by Cundari. Media buying was handled by The Media Company. Website integration was done by Blast Radius.

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