BMW bikes get 'bridge' print ad effort for spring. (BMW Motorcycles of North America)(Brief Article)

Advertising Age,  March, 1998  by Halliday, Jean

Tags: advertisement, BMW AG, motorcycle

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Motorcycle marketer, new shop working on repositioning

BMW Motorcycles of North America late last week broke a retail-oriented "bridge" campaign as it finalizes a branding and repositioning strategy with new agency Merkley Newman Harty, New York.

The largely print campaign will "bridge the gap between the spring and summer" selling seasons, said Kerri Martin, retail advertising and event marketing manager at BMW Motorcycles. The marketer didn't want to miss the important spring sales period.

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DeWitt Media, New York, bought space in ...

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