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BMW promotes 7 Series

BMW Canada of Whitby, ON has begun a marketing campaign for its new 7 Series sedan. The media campaign began on March 2 and will run until May 25. The campaign uses the tagline, "The Statement." It promotes the car's design, innovation, performance and exclusivity. The campaign consists of five magazine ads that have been customized with copy reflecting the editorial content of the publications in which they run. An ad focusing on exterior design and running in architecture and design magazines uses the copy, "It's not about modernism. It's about magnetism." Ads in business publications use the line, "It's not about ROI. It's about BPM." The campaign also used double-page newspaper ads in the Globe and Mail, La Presse and the Vancouver Sun, followed by half-page ads in those papers as well as in the Calgary Herald. Online teaser materials were released in February, while private customer events took place in January. The campaign was developed by Cundari. Ads aimed at the Chinese community were developed in association with Prime Advertising and placed in the publications Ming Pao and Sing Tao. Online banners directed viewers to the website, where consumers could customize a 7 Series online and view elements of the vehicle in detail. The online component was handled by Blast Radius. In addition, billboards and office tower parking garage posters are in use in Montreal, Toronto, Calgary and Vancouver. Media buying for the campaign was conducted by The Media Company.

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