BMW (GB) has appointed Biss Lancaster to launch C1 - a two-wheeled
vehicle to compete in the scooter market.
The account was awarded after a three-way pitch which also featured Beer
Davies and Shilland and Co.
The C1 launches next month with a campaign aimed at commuters which
claims the vehicle is the ’answer to urban congestion’. The campaign
will be headed by Biss Lancaster board director Fiona Noble. The agency
will work alongside BMW’s in-house team and report to media relations
manager Graham Biggs.
According to account director Johnny Pitt, the objective of the PR
programme will be two-fold: to launch the new bike to the national print
and broadcast media, and to widen its appeal to both consumer and
lifestyle media.
Three models will be available on launch, with retail prices starting at
pounds 4,000.
