A combined experience of traveling and driving is the latest campaign launched by BMW Indonesia.
Introduced globally in 1977, the campaign invites customers to drive various BMW models -- from sedans to SUVs -- in five locations on four continents. Destinations next year are slated to include Arjeplog in Sweden (February 23-27), Mount Bromo in East Java (April -May), Munich in Germany (July 5-6), Queenstown in New Zealand (August 17-18) and Namibia (December).
"We want to grow the brand as a leading premium brand that offers driving pleasure. Indonesians have recently increased their traveling activity, therefore, we are combining the driving sensation with traveling," BMW Indonesia marketing manager Helena Abidin told a press conference in Jakarta on Thursday.
The BMW Series 2 is said to be featured at the upcoming Sweden tour in Arjeplog, allowing participants to experience driving on a frozen lake.
"Arjeplog is the biggest winter testing ground in the world with temperature estimated to reach -20 degrees Celsius. It will be a perfect driving experience," said Swedish Ambassador to Indonesia Johanna Brismar Skoog.
The registration for the Sweden Tour will be priced at Rp 78,100,000 (US$5,637) per person (including tax). Meanwhile, the tour in Mt. Bromo will start at Rp 13,200,000 for non-driving participants and Rp 22,000,000 for driving participants.
Around 200,000 people are said to have participated in the tours.
Since the company also cooperates with Turkish Airlines, the tour will include flights in business class and the opportunity to visit the airline's facilities in Istanbul, Turkey.
"We have the best airport lounge in the world in Istanbul," said Turkish Airlines general manager for Indonesia Mehmet Faruk Gurulkan.
According to BMW Indonesia president director Karen Lim, the purpose of the campaign is to increase the brand value amid a market downturn.
"Our sales growth is around six percent for BMW and five percent for MINI compared to last year's figures. [The number for] MINI is lower since it's completely built-up [CBU] and there was a revision in tax regulations this year," said Lim. (kes)(+)