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BMW ups in-programme placement on TV

MUMBAI: BMW Group has accelerated its entertainment presence through product placement on American television.

 

 

The all-new BMW 3 Series recently appeared on ABC's action packed show 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 presidential drama The West Wing includes BMW motorcycles in the presidential motorcade. Upcoming episodes of CBS' Ghost Whisperer feature a MINI Cooper driven by Aisha

Tyler.

 

 

BMW states that these integrations result from its 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 programme 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. BMW states that Rogers & Cowan has the necessary understanding for premium brands and the know-how for an individualised approach. Although Hollywood remains the engine of global entertainment, in an increasingly worldwide entertainment industry, Rogers & Cowan's international capabilities are an additional asset.

 

 

Rogers & Cowan CEO Tom Tardio says, "BMW Group continues to find great ways to reach their target audience and illustrate their brands' lifestyles. We are 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 programmes to extend placements and coordinate BMW Group's relationship building initiatives within the entertainment industry.

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