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MAYBE FASHION WILL HELP SELL CARS: Instead of simply launching an ad campaign, Mini is taking over a rooftop during Fashion Week to reach out to a new target audience — the “creative class of New York.” “We’ve done this more in Europe and now we’re just beginning in New York,” said Markus Fuchs, brand manager for Mini, which is owned by BMW. Fuchs expects about 6,000 people to attend the 10-day event, which includes a workshop with L’Uomo Vogue and photographer Michel Comte, a book launch with Veruschka and a V magazine party.
The marketing effort begins Sept. 4 with an event “curated” by Jefferson Hack, along with a performance by MGMT. Fuchs said the initiative will also be live online — on Facebook and Mini’s own Web site. “This is the perfect city to begin with — it’s where we will receive the most immediate impact. This is the future of our brand and it’s where we plan to invest.” Fuchs, however, declined to say just how much Mini is investing. — Amy Wicks