BWM of North America, Woodcliff Lake, N.J., breaks a new campaign next week for its motorcycles. Print ads first appear in September issues of motorcycle publications and lifestyle magazines such as Playboy
, Men's Journal
, Sports Illustrated
and Forbes FYI
. The b&w ads feature BMW riders and copy reflecting their attitude towards riding. The ads also feature a toll-free telephone number to call for a test ride. Merkley Newman Harty, New York, handles. Spending was estimated at about $5 million.
Copyright July 1998, Crain Communications Inc.