BMW and Istria Tourist Board continue business cooperation
Based on the great success of last year's cooperation, BMW and the Istria Tourist Board have agreed to continue their mutual efforts for the 2015 season.
The Partnership Agreement is based on promoting a brand which connects strong brands and aims at reaching defined target groups by joint promotion and connecting tourism and economy. The Istria Tourist Board and TOMIC d.o.o. (The BMW importer in Croatia) have agreed on the exclusivity of such a cooperation for a period of six months.
As of late last year, contacts and correspondence between Istria Tourist Board and BMW regarding negotiations on the campaign conceptual design, control implementation and agreement execution became more frequent. The entire process was managed by the Austrian marketing and consulting agency Team4Tourism with its head office in Vienna, specialized in cross marketing cooperation and innovative campaign design.
BMW as a partner will provide the Istria Tourist Board with high brand awareness and a perfect combination of lifestyle and luxury to reach high-end customers. BMW's brand popularity in Central and South Eastern Europe is significant, especially among high-end customers who attach great importance and large trust into quality, technology, performance, safety and extraordinary design of BMW vehicles. The cooperation with BMW will result in a priceless media value, with a 100 percent reach of the target group, emphasising the image and prestige as well as brand awareness.
Istria has turned to the Austrian, Polish, Czech and neighbouring Slovenian markets as well as markets of other countries with an increasing number of visiting tourists. High gastronomic standards and the abundance of its native cuisine and products such as truffles, wine, olive oil and prosciutto will attract an increasing number of interested visitors prone to enjoying in this type of offer.
The strength of the BMW brand in Austria as well as in Central and South Eastern Europe offers numerous advantages to tourist Istria, while the entire concept has been designed in the cooperation of several countries, one partner, one brand and a unique campaign.
Under the slogan 'BMW Coast Drive – Enjoy the sunny side of the streets in Istria', the project was joined by all five-star Istrian hotels – the Adriatic Kempinski Hotel in Savudrija, the Meliá Coral in Umag as well as Monte Mulini and Lone in Rovinj with the participation of top gastronomic points– the San Rocco Restaurant in Brtonigla and the Kozlović Winery in Momjan.
BMW offers hotel guests either a BMW 2 Series Convertible or a BMW 4 Series Convertible for short journeys during the summer season, and the hotel will take care of this service and will add individual services to create a customer experience on an outstanding level. Supporting Istria's campaign as a sustainable region, BMW will provide its all-electric BMW i3 to guests of Hotel Lone, Rovinj, so they can enjoy a drive through the picturesque landscape of Istria with zero emissions.
At the San Rocco boutique hotel and restaurant in Brtonigla, guests can be shuttled with a BMW 5 Series Sedan, whereas the Kozlović Winery will offer reservations for test-drives at the hotel venues.
The BMW campaign promises creative synergy reaching a target of niche market high-end visitors.
Having launched the campaign with Istria as the first cooperation of this kind on a regional level in 2014, BMW is building on the positive experiences gained and expects to further widen its reach to their target group in Istria.