In 2011, Karisma initiated contact with BMW marketing officials in Munich with a drive-market promotional idea to add value and consumer interest for dealer promotion of the MINI Countryman in Germany by association with the promotion of Australia’s Outback. This followed an investigation that revealed that the international slogans’ associated with the promotion of the MINI Countryman of, Life is out there; Looking for a getaway and Take you on the road trip of your life; all encapsulate what Australia’s Outback NT offers to prospective European visitors.
We provided MINI with five; eight-day trips to the NT for two persons (total 10). Entry into the competition was subject to attendance at a Meet MINI dealer event or test-driving a MINI Countryman in Germany during a designated qualifying period. The trips took the form of a rally that started and concluded in Alice Springs and travelled to Ayers Rock and Kings Canyon.
The consumer/dealer promotion of MINI Countryman was supported in-market by Tourism NT with integrated online and PR activity and promotional collateral in conjunction with MINI. The rally was a major focus of the promotion. MINI, through their counterparts in Australia, provided the vehicles and technical on-the-ground support.
A commissioned motoring journalist accompanied the rally participants and prepared a destination story later published in the quarterly MINI international magazine. The rally itself featured live participant and support team blogging and imagery on a MINI micro-site.
Importantly, we concentrated attention on ways to ensure that the association between MINI and TNT provided mutual benefit, particularly in terms of communication and stimulated interest and support via the extensive (more than 300) MINI dealer network throughout Germany.