It's the wheel thing

Fitzgerald, Kate
November 1999
Advertising Age;11/15/1999, Vol. 70 Issue 47, p30
Trade Publication
This article focuses on the decision of BMW of North America to cancel its golf and tennis sponsorships to develop its own events and promotions, with spending on such activity now expanding by 20% annually, as of November 1999. Results from test-driving events have been so successful that BMW has upped its investments this year significantly, building a new facility dedicated to honing the driving skills of thousands of adults and teenagers, including many who have no immediate plans to own a BMW. This fall, BMW also developed a new option for any BMW purchaser to take delivery on cars made in the U.S. and Europe in Spartanburg, where customers will receive free overnight hotel accommodations, dinner and a complimentary driving class in their new car with a professional driver. BMW also is beefing up its Web site to include opportunities to build and deepen relationships with existing customers.


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