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BMW will introduce its Mini subcompact to the U.S. with a campaign built around the tagline, “Let’s motor,” sources said.
Executives at BMW’s U.S. headquarters in Woodcliff Lake, N.J., and Miami’s Crispin Porter + Bogusky declined comment, deferring interview requests until a press conference set to be held in New York this Thursday.
But examples of print work and point-of-purchase material shipped to BMW dealers last week (depicting Mini’s European positioning) are tied closely to the emotion-driven “Let’s motor” theme.
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