BMW – Americas Cup Launch

The challenge was to leverage BMW’s involvement in sailing’s premier event and engage UK media in a competition with no British crew involved, nor British sailors on-board BMW Oracle.
Our insight confirmed that the America’s Cup is fascinating and impenetrable to fans in equal measure: its history is extensive, confusing and addictive.

Our creative solution was to launch at the London Boat Show and to transport the iconic hull through Central London.
‘18th man’ rides highlighted the excitement of the sport with lifestyle/sport media.
Technology transfer seminars at BMW HQ in Munich and Daily Telegraph media partnership.

Results included:

• x288 national & regional print coverage
• x27 UK broadcast coverage
• x8 UK lifestyle magazine features
• DPS Sunday Times In Gear section