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Promotes Import’s Luxury Sports Wagon in Print, TV Campaign
DALLAS–Publicis here, along with its New York office, has been given front-line marketing duties for a new luxe utility model being introduced to American shores by German auto-maker BMW.
Publicis, which normally divides regional ad duties for BMW of North America among its offices, has been handed the responsibility of touting BMW’s new 5 Series Sports Wagon. The vehicle is intended to compete in the luxury sport wagon category already populated by Mercedes-Benz and Volvo, according to Publicis senior principal Brice Campbell.
Publicis here has produced four newspaper ads and one magazine slick that attempt to convey the combination of added cargo space with BMW’s performance and handling, according to the shop.
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