BMW wanted to cut through the annual auto show clutter and grab a significant share of voice with the broad range of consumer automotive media. Looking to capitalize on the national and regional auto shows, the company turned to Coyne PR to deliver specific BMW and MINI product messages via the major automotive press. BMW also set a secondary goal of generating broad exposure in appropriate local and regional media, as well as via show press materials and newsletters.
Coyne PR developed a strategic approach that leveraged the combination of its extensive media and industry relationships and specially prepared media materials to deliver results in key national and regional outlets surrounding each show. With materials customized specifically for each individual auto show and regional preferences, Coyne PR was able to maximize product placement in both consumer and trade coverage from the shows by surrounding media with BMW’s key messages. Coyne PR solicited the assistance of show staff to seed information in show publications and official event press releases. Meanwhile Coyne PR targeted local and national consumer media directly to facilitate inclusion in special sections and to secure print and broadcast interviews for BMW and MINI executives.
Coyne PR’s efforts generated extensive national coverage of new product and concept vehicle debuts from USA Today to Automotive News and many others. BMW and MINI enjoyed excellent ROI, solid media coverage and a significant share of voice at each key auto show. Through a targeted media blitz and numerous executive interviews, Coyne PR achieved total local market media saturation, with stories in print, on line, on radio and TV.