Case Study / Lifestyle & Sports
MINI
Keep on moving
Client
MINI is an internationally renowned automotive manufacturer with global cult status. In addition to the classic automotive business, the company is also applying its philosophy to the lifestyle sector. The MINI Collection has been a permanent fixture
of the business since 2000. The lifestyle products carry the core messages of the brand and let the non-automotive sector understand and experience the MINI brand too.
Goal
Strategy
Extensive publicity for the MINI Collection in the consumer media thanks to coordinated PR measures for addressing specific target groups.
MINI is an internationally renowned automotive manufacturer with global cult status. In addition to the classic automotive business, the company is also applying its philosophy to the lifestyle sector. The MINI Collection has been a permanent fixture
of the business since 2000. The lifestyle products carry the core messages of the brand and let the non-automotive sector understand and experience the MINI brand too.
Goal
- Raise the profile of the MINI Collection and promote brand loyalty
- Establish the MINI brand as "most exciting automotive lifestyle brand"
- Tap into new target groups for the MINI brand
Strategy
Extensive publicity for the MINI Collection in the consumer media thanks to coordinated PR measures for addressing specific target groups.
Implementation
Result
Extensive publicity for the MINI Collection and accessories in appropriate consumer media.
- Generation of press material
- Issuing of press releases
- Cooperation with media and partner brands
- Organisation of press events, press lunches and roadshows to present the MINI Collection
- PR support for MINI Collection marketing campaigns in the media
Result
Extensive publicity for the MINI Collection and accessories in appropriate consumer media.
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