CHERRY HILL, NJ: BMW Motorrad USA is launching its largest PR effort in years, employing a combination of traditional media and grassroots tactics as part the integrated "Make Tracks" campaign, designed to launch the R 1200 GS "Adventure" motorcycle and promote the entire GS line.
To promote the GS series, BMW is bringing Helge Pedersen, a renowned world adventurer, and to different locations to give presentations about his off-road global trek.
"We're dealing with a very defined demographic and a relatively small number of potential customers who are very enthusiastic and almost fanatic about riding and the product," said Laurence Kuykendall, community and communications manager for BMW Motorrad USA.
That idea will play into the PR strategy for the campaign, which is designed to drive customers to the dealerships during the month of April, the beginning of the riding season.
In addition, to a traditional print and interactive ad campaign, BMW will host Open House events at 125 locations nationwide throughout the month of April. "We wanted to celebrate the spirit of adventure and of facing adversity that this type of riding represents," he said.
As far as media outreach, Kuykendall said the company would target motorcycle journalists, as well as a select group of lifestyle publications.
The company also plans to secure placements on BMW and motorcycle, offering bloggers such incentive as passes for dealership events in exchange for mentions of the Open Houses on their blogs.
As part of the word-of-mouth aspect of the campaign, Kuykendall said the company would target influential riders via email and offer incentives to tell other riders about the events.