BMW MINI LAUNCH- No TV No Radio

Autmotive News reported tha BMW's Mini dealers are getting a preview of the car's new advertising campaign Friday and Saturday in San Francisco.

They reported that unlike most automotive campaigns created to unveil a hot, new model, the Mini campaign will not use any television.

Instead, the estimated $35 million campaign will focus on print and out of home in 45 of the largest markets around the country.

Radio also is out of the mix. Automotive News was given a preview of some of the ads - most which will appear in car enthusiast books and upscale magazines. There are teaser boards that don't show the car or the logo - just some colorful graphics similar to the Mini's two-tone colors.

There's a special Times Square spectacular that's 29 feet high and 125 feet wide, a palm tree board for warm weather markets and a board called Flames that uses an actual size model of the Mini with prop flames trailing from it.

The campaign, created for the Mini marketing team by their advertising agency, Crispin Porter & Bogusky, uses the theme "Let's Motor." Mini's U.S. sales goals are modest.

Parent BMW of North America Inc. plans to sell only 20,000 the first year. They will be offered by only 70 BMW dealers who agreed to provide separate Mini showrooms. Most dealers are in major markets, concentrated on both coasts.