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BMW to go 'in your face' with national TV product placements?
Company Spotlights Featured Roles on Television
BMW Group has accelerated its entertainment presence as the 2005 fall TV line-up showcases the company's brands in many starring roles.
The all-new BMW 3 Series recently appeared on ABC's "Alias" season premiere with Jennifer Garner and Michael Vartan; UPN's "All of Us" highlights the 6 Series Convertible with Duane Martin behind the wheel; NBC's "The West Wing" includes BMW motorcycles in the presidential motorcade; and upcoming episodes of CBS's "Ghost Whisperer" feature a MINI Cooper driven by Aisha
Tyler.
These integrations result from BMW Group's partnership with Rogers & Cowan, the company's entertainment marketing agency of record for the BMW, MINI and Rolls-Royce brands in the United States. The partnership includes an aggressive and strategic entertainment marketing program to secure on-camera exposures for vehicles and motorcycles.
BMW Group's entertainment activities in Hollywood have been spearheaded from its Los Angeles office since 2003 and focus on placement opportunities that fit each brand's specific profile and positioning. Rogers & Cowan has
the necessary understanding for premium brands and the know-how for an individualized approach. Although Hollywood remains the engine of global entertainment, in an increasingly worldwide entertainment industry, Rogers &
Cowan's international capabilities are an additional asset.
"BMW Group continues to find great ways to reach their target audience and illustrate their brands' lifestyles," remarked Tom Tardio, CEO, Rogers & Cowan. "We're thrilled to be part of the BMW Group team offering our integrated marketing approach and valuable relationships with the Hollywood community."
The partnership between the BMW Group and Rogers & Cowan positions each brand's vehicles into appropriate Hollywood films and television. In addition, Rogers & Cowan will create promotional marketing programs to extend key placements and coordinate BMW Group's relationship building initiatives within the entertainment industry. Tara Walls, executive vice president of
entertainment marketing, leads the BMW Group account through Rogers & Cowan's Los Angeles office.
Recently, the Los Angeles-based BMW Group office together with Rogers & Cowan's team conducted a two-day Studio Tour showcasing BMW's vehicles and
motorcycles. Hollywood decision-makers at Warner Bros., Universal, Twentieth Century Fox, and Raleigh Studios-Manhattan Beach saw first hand the latest models, including the BMW 645Cic, 530i, 330i, MINI Cooper, K1200R motorcycle,
and a sneak peak at the show-stopping M5. The tour reinforces BMW's continued commitment to the entertainment industry.