BMW is planning to take R1200 GS advertising in a new direction:
The effort will veer from advertising and focus on lifestyle events, PR, celebrity endorsements and digital media.
BMW says the point is to make the R 1200 GS a halo-motorcycle for the entire brand.
There aren’t any details yet so it’s anybody’s guess exactly what they’ll do, maybe Ewan Mcgregor and Charley Boorman showing up in exotic locations or BMW gatherings on mountaintops with owners riding through rivers and striking up conversations with the locals. Harley has done pretty well with lifestyle advertising for many years, but these BMW events will obviously be totally different to reflect the capabilities of the GS, very Indiana Jones type affairs, they could be interesting and fun, “Join Ewan Mcgregor on the Trail of Doom.”
Link: Marketing Daily