BMW Canada shows no cars new campaign

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TORONTO, Ontario -- BMW Canada has turned to famous and historic figures for its biggest and most expensive Canadian ad campaign ever.

Print creative from Cundari Group, Toronto, highlights traits of BMW's dealers with photos featuring the likes of Alexander Graham Bell, Amelia Earhart, insulin co-discoverer Frederick Banting, hockey star Maurice "Rocket" Richard and actor Lorne Greene. All of them have strong ties to Canadian history.

"Would have made a daring BMW dealer," reads the headline above a photo of aviation pioneer Earhart. "Through her passion and conviction, Amelia Earhart had a pretty clear notion of what was possible. Not an uncommon quality for BMW dealers too," says the copy in the full-page ad.

No cars are shown in the campaign, which is scheduled to run until mid-September in every major Canadian newspaper. Budget wasn't disclosed.

Taking the historical approach "has really touched the emotions" of readers, said BMW spokeswoman Gabriella Molteni. "We wanted to say thank you to our dealers, who have led to the success we have had in this country."

After a record last year, Canadian BMW sales are up more than 29% in the first half of 1997. That has BMW hopeful it can soon boost its standing in Canada's luxury performance car market, where it's No. 3 behind Acura and Volvo.

Copyright August 1997, Crain Communications Inc.

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