BMW Enlists 14 Helicopters to Show Off New Vehicle - Event Marketer

BMW Enlists 14 Helicopters to Show Off New Vehicle

DB_Silver_BMW_2005 Ex
Brand: BMW
Agency: THE EVENT COMPANY
Awards: EX AWARDS — BEST PRODUCTION OF AN EVENT (B-TO-B)
Year: 2005

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.

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