Racing green

Who: BMW

Objective: To reaffirm BMW’s position as an aspirational brand by communicating, through its association with the London 2012 Olympic and Paralympic Games, that it is committed to sustainable mobility. As official automotive provider, supplying a diverse fleet of approximately 4,000 vehicles that have an average CO2 emissions level below the LOCOG threshold of 120g/km, BMW is able to showcase its sector-leading sustainability credentials and assist in helping LOCOG meet its target of London 2012 being the most sustainable Games to date.

Strategy: To highlight BMW as the industry leader in sustainable mobility through a phased programme, both in the build-up to, and during, the London 2012 Olympic and Paralympic Games. This involves a multi-layered programme that includes being a Sustainability Partner, a Supporting Partner of the Olympic Torch Relay, and many other diverse activities including sponsorship of athletes as part of the BMW London 2012 Performance Team. It will also include the launch of special London 2012 Performance Edition models across the range, and a showcase of BMW’s future sustainability direction within the Olympic Park.

Rationale: “London 2012 is a once-in-a-lifetime opportunity for the UK and a moment in history of which BMW wants to be a part,” says Michelle Roberts, London 2012 corporate communications manager at BMW. “As a major manufacturer, investor, employer and custodian of an iconic British brand like MINI, the BMW Group UK feels it is fitting that it has been chosen as the Official Automotive Partner to the first Games to take place in the UK since 1948.”