Merkley Steers BMW Off Beaten Media Path

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NEW YORK BMW will attempt to raise awareness for its motorcycle unit with a print campaign and a new tagline in support of new bikes hitting the market in 2004.

The effort, via Merkley + Partners in New York, includes 11 ads, the first touting the enduro-class R-1200 GS motorcycle and the K-1200 LT touring bike.

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