BMW continues to increase their budget for brand awareness in 2011 and a report by AdAge states that BMW North America is returning to the Super Bowl after 10 years.
In a statement issued for AdAge, Stacy Morris, Marketing Communications manager at BMWNA says “We’re in the window of our biggest launch period in history and the Super Bowl gives us the stage to make that big impact.”
In early 2011, BMW will utilize their marketing budget to promote the new BMW 6 Series coupe and convertible models, the 5 Series sedan, the 2011 and the ActiveE upcoming pilot.
Ms. Morris has yet to reveal more details around the Super Bowl theme chosen by BMW, but the company will work with MDC Partners’ Kirshenbaum Bond Senecal & Partners.
Recently, BMW announced the separation from its lead global creative agency, Omnicom Group’s GSD&M Idea City in Austin, effective Dec. 31 of this year.
With Audi’s investing heavily in digital, TV and print advertising, BMW is looking to regain some of the lost ground in the last years. A series of Hollywood blockbusters will also be featuring BMW vehicles.