BMW's motorcycle division is preparing a national campaign for its
flagship bike, the R 1200 GS. 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.
"This was an unprecedented action for us," said Laurence Kuykendall,
BMW Motorrad USA communications manager. "We believe a little PR
effort can more than match the ROI of traditional advertising in this
economy."
The that end, the Woodcliff Lake, N.J., company has tapped MWW Group to handle.--Karl Greenberg
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