BMW has started disclosing of the details of its plans as the official automotive sponsor of the 2012 Summer Olympic Games to be held in London from July 27 to August 12, 2012. Part of the plans of the German carmaker is to transport Olympic athletes and officials as well as VIPs around London using a fleet of 4,000 hybrid, diesel and electric-powered vehicles.
Aside from that, BMW also plans to deploy a barrage of TV advertisement for the brand. Meanwhile, BMW of North America is the official automotive sponsor of Team USA. Part of the company’s activities in the United States includes holding Olympics-themed events at dealerships across the country as well as using its technology to help athletes improve their performance.
BMW also inked an agreement with NBC to be the only import-brand automotive advertiser during TV broadcasts of the Olympic Games, with General Motors being the official domestic automotive advertiser. The media spending of BMW of North America during the Summer Games is the largest in its entire history, according to vice president of marketing Dan Creed, without disclosing of the amount.
Creed revealed that unlike the dealership advertising, BMW’s TV commercials will not carry an Olympic theme, but will instead focus on two aspects: 1) the brand's four-year/50,000-mile maintenance program; and 2) the redesigned 3-series and 6-series models and the new Gran Coupe four-door.
According to Creed, every car in BMW’s product range will be seen on the Summer Games commercials. NBC expects around 26 million people a night to view the London games. The company’s print advertising, meanwhile, will feature 11 U.S. Olympic athletes the company is sponsoring.