BMW Motorrad USA Taps MWW Group as AOR
Iconic Brand Looks to MWW Group to Lead GS Lifestyle Campaign Inclusive of Media Relations, Digital Media and Entertainment Initiatives
EAST RUTHERFORD, N.J., May 19 -- MWW Group (www.mww.com), one of the nation's top ten public relations firms, announced today that it has been retained by BMW Motorrad USA to lead a national communications campaign to promote the brand's lead model, the R 1200 GS motorcycle. MWW Group's national awareness campaign will target both lifestyle and niche media outlets while leveraging the services of the company's award-winning Consumer Lifestyle Marketing and DialogueMedia practices, and celebrity/entertainment capabilities.
"BMW carries tremendous cachet as a true category leader. While the Company is best known in the United States for its automobiles, our program is focused on helping to strengthen its position and influence in the motorcycle category," said Alissa Blate, executive vice president, global consumer marketing practice leader at MWW Group. "Through an integrated mix of media relations, digital media outreach and celebrity relations, the campaign will focus on generating awareness and interest for the R 1200 GS in mainstream lifestyle media while also building credibility among cross segment riders."
BMW's R 1200 GS is the Company's flagship motorcycle which enjoys significant market share in Europe. As the focal point of the lifestyle PR campaign, the R 1200 GS will create a halo effect for the entire BMW Motorrad brand.
"Our goal is to leverage the worldwide reputation and capabilities of the GS, to make it equally known in the U.S., as the most authentic and empowering of any motorcycle. This was an unprecedented action for us; we believe a little PR effort can more than match the ROI of traditional advertising in this economy. Authentic coverage from a public relations perspective is much more effective than paid media coverage," said Laurence Kuykendall, community and communications manager at BMW Motorrad USA.