MINI Lifestyle Collection Italian Tour

BMW Group Italia

Our responsibilities

Media relations Production support

From November 28th to January 2nd of 2011, a spectacular Double Decker in pure MINI style brought colour and joy to the streets and squares of Italy. The tour has started in Palermo stopping in cities such as Naples, Bologna, Florence, Turin, Verona, Milan, Trieste and one of the most exclusive ski resorts, Courmayeur.

The enthusiasts were able to get on board to admire the new MINI Lifestyle Collection or relax in the lounge set upstairs.

ISM contributes to the success of the project by collaborating with the Communication and P.R. of MINI through the drafting and dissemination of press releases promoting the attention on the brand and on MINI products during the Christmas shopping season.

In 1996 BMW Italia had entrusted ISM with communicating the Lifestyle collection, which included bikes, clothing apparel and exclusive accessories. The overall objective was creating on-going connections with extra-sector Media to secure editorial coverage in the fashion, trend and society columns.

Years later, through ISM, these freshly built connections were put to use in launching the new MINI and promoting BMW Group projects which fall beyond the traditional financial and product areas of communication.