BMW Canada breaks Joy campaign
BMW Canada of Whitby, ON has begun a new marketing campaign called "The Story of Joy." The television, print, out-of-home and online ads promote the appeal and heritage of the brand, and introduce a number of new models. The campaign was adapted for Canada for Cundari, Media Experts and Blast Radius. It began on Sept. 28 and will run until the end of the year. "BMW Canada is thrilled to be one of the first markets in the world to launch the story of joy," said Marc Belcourt, brand communications manager at BMW Canada. "As the number one selling premium automotive brand in Canada, we are accustomed to playing a leadership role in all aspects of the business, including marketing. The connection between BMW and joy is something our owners will be able to relate to, and prospects can aspire to."