BMW Enlists 14 Helicopters to Show Off New Vehicle
BMW gave a select group of auto buyers an unforgettable first impression of its new 1 Series. The automaker hired 14 helicopters to fly key customers to a small, secluded airfield via chopper for a first-hand look at what the cars were made of.
The guests were fleet managers and other customers who could potentially buy several hundred vehicles each. After checking in at a refurbished terminal at Munich Airport, customers were taken by chopper to a small airdrome.
From overhead, visitors could see 16 identical 1 Series vehicles parked in the shape of the numeral 1. Once on the ground, guests were treated to a choreographed driving demonstration and a champagne reception, with BMW experts on hand to field questions about the new vehicle line. Guests were then flown back to Munich for a dinner reception in the airport terminal.
BMW brand reps said sales talks with their guests at the event were promising.