Client: BMW Group Italy
Location: Livigno, Sestrière, Canazei, Corvara
Tipologia di Progetto: Automotive - Production
BMW Group Italy commissioned the MAC Group to select a number of appropriate mountain localities for the public presentation of its BMW X3 and X5 cars, including suitable routes for the test drives that would be offered over the Christmas holiday period. The commission likewise involved finding the most suitable public and private venues and completing all the formalities required to obtain the public authorities' permission to use the related public spaces and advertise the products.
The localities chosen were Livigno (28/12/2004 to 9/01/2005), Sestrière (24/12/2004 to 6/01/2005), Canazei (24/12/2004 to 2/01/2005) and Corvara (5/01/2005 to 10/01/2005). MAC identified the highest-visibility positions to display the cars in each locality, selecting public spaces located close to pedestrian precincts. The prestige hotels chosen for the start of the test drives were likewise selected to represent the products appropriately, in line with the marketing studies conducted, being the Grand Hotel in Sestrière, the Hotel La Cacciatora in Canazei, the Concordia in Livigno and the Romantik Hotel La Perla in Corvara.
