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BMW ORACLE - in-market exploitation

BMW decided to enter sailing, and specifically match-racing, in order to reach out to a complementary set of demographics to the one they have been engaging with in motor racing and golf.

KHP has been engaged by BMW with the objective of encouraging local BMW markets to integrate the sailing property into their marketing mix. To deliver this objective, KHP has developed a range of turn-key initiatives to enable BMW markets to use sailing-based activities. In order to communicate the value of these initiatives, KHP is executing an internal communications strategy.

 

In the logistically challenging environment of yachting, KHP have produced outstanding results for BMW in both the America’s Cup and the Moet Cup
Thomas Giuliani
Head of Marketing and Communications
BMW AG
BERGER DES!GN, London