• May 19, 2009

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