Marketing Campaign Launches In Manhattan With A Rocket And Astronauts
- MINI USA announces the newest family member, the MINI Coupe, with a larger-than-life stunt in New York City
- 30-foot rocket, with the all-new MINI Coupe attached, has been constructed in New York City’s Meatpacking district
- Display can be viewed from October 27 through November 1, 2011
Woodcliff Lake, NJ– October 27, 2011 — Known for its fun, engaging and cheeky marketing campaigns, MINI USA is launching its newest vehicle, the MINI Coupe, with the help of a 30-foot rocket, some astronauts and a presence in the New York City Village Halloween Parade. The tag line for the MINI Coupe, “Hold On.” is the inspiration for the New York City activities, and speaks to the vehicle’s performance, along with it sporty and exhilarating nature.
“What better way to launch the fastest MINI yet than attach it to a rocket, in the greatest city during one of MINI’s favorite holidays,” said Tom Salkowsky, Manager – MINI USA Marketing. “The all-new MINI Coupe is all about performance that forces you to Hold On!”
The rocket will be on display Thursday, October 27 through Tuesday, November 1, 2011; and is located at 14th Street and 9th Avenue in New York City’s trendy Meatpacking district. In addition to the rocket, there will be four brand ambassadors dressed in space suits greeting pedestrians and passing out MINI-branded space (freeze-dried) ice cream, Coupe “Prepare for Launch” buttons and additional vehicle information.
NYC Village Halloween Parade, Monday October 31
The iconic Village Halloween Parade, which anticipates 80,000 participants, will take place just a few blocks away from the rocket display. MINI USA will have two MINI Coupe vehicles in the parade, accompanied by the above-mentioned astronauts and MINI team members to hand out goodies (MINI ‘space’ ice cream and buttons) to some of the 2 million spectators. The parade will follow a route on 6th Avenue, from 7:00 PM – 10:30 PM, and run from Spring Street to 16th Street.