BMW of North America, Woodcliff Lake, N.J., kicks off its six-city Ultimate Driving Tour July 18 in Chicago to pre-launch its 1999 3-Series. The cost is estimated at from $3 million to $5 million. BMW's media shop, DeWitt Media, New York, developed the invitation list for prospects by screening various magazines' databases. BMW expects a total of 50,000 to attend the free test drives of all BMW's models. The marketer will extend the program in 1999 to an additional six cities.
Copyright July 1998, Crain Communications Inc.