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BMW Motorcycles Preps Push For R 1200 GS

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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1 comment about "BMW Motorcycles Preps Push For R 1200 GS ".
  1. Bruce Kaplan from WWE , May 20, 2009 at 9:09 a.m.

    As a BMW rider and a marketing professional, I think this is a really sound thinking - the traditional motorcycle marketing channels - Cycle World, Motorcycling and other vertical mags - really do not reach the BMW market. they are more targeted at the Japanese and Harley Davidson riders. I read them but find that most of the edit is not relevant to my riding style. Bravo to anyone willing to think outside the box. The challenge will be finding the right events and spokesmen.