THE MINI STORY: A mega-tale hits the road

Munich. Early April 2006 sees the launch of THE MINI STORY - the BMW
Group media communications campaign focussing on MINI heritage. To
create a full picture of the fascination and magnetic appeal of the
MINI heritage, all media activities revolving around the history of the
MINI brand will be handled under the official caption of "THE MINI
STORY". BMW Group Mobile Tradition will unveil the concept - which
brings together the history of the cult British car and a host of
anecdotes on every aspect of the brand to fascinating effect - for the
first time at the Techno Classica classic car fair in Essen on 6 April
2006. The presentation at the fair in northern Germany will also focus
heavily on MINI's product history. The MINI heritage theme will be
represented on the group's stand by historic models such as the Morris
Mini Traveller estate car and the Austin Mini Wild Goose, a camper van
with a difference based on Mini underpinnings. Both cars were built in
1965. In addition, the very latest MINI Concept Geneva shows that MINI
not only has a glorious past, but also an inspiring future. And, as
ever, the cars from the MINI club scene on display in Hall 12 at the
Essen fair make it well worth a visit. All-embracing concept THE
MINI STORY encompasses a whole raft of initiatives: setting up a central
MINI archive in Oxford, England; building up a comprehensive vehicle
collection featuring all the relevant models; supporting the
international club scene; and communicating the MINI heritage on a
broad basis in print, on film, online and at international events in
and beyond the motoring sector. Here, BMW Group Mobile Tradition has
already laid the foundations, with numerous documents and several
outstanding examples of the classic Mini fleshing out the collection.
THE MINI STORY brings together and builds on these stories. As Holger
Lapp, Head of BMW Group Mobile Tradition, explains: "BMW Group
Mobile Tradition has responsibility for all the Group brands. THE MINI
STORY represents the launch of a media campaign which mimics the nature
of the MINI itself: different and, more to the point, just that little
bit special. The distinctive character of the brand is thus retained in
the historical campaign as well. THE MINI STORY writes a new chapter in
the fascinating history of the MINI every day!" Heritage with a
difference THE MINI STORY not only provides "background
reports" for select specialists but also reflects the MINI spirit
and lifestyle. As such, it addresses all fans of the MINI brand. In
keeping with the MINI tradition of "being different", the
means of communicating the MINI heritage are also that bit different.
The presentation of the "heritage" concept is redefined for
MINI: the history of the brand itself becomes part of a story that
waits to be discovered. The plot The pivotal communications approach
lies in an interlocking of fact and fiction, present and past. In
docutainment style, the MINI heritage is vicariously experienced by two
protagonists and their MINI cars. The pair "travel" through
the decades of the MINI past, becoming themselves part of THE MINI
STORY, which they gradually get to know. In their quest they experience
one adventure after another, which always provides a further piece of
the jigsaw puzzle that makes up the MINI heritage. Diary-style
contributions are planned in the form of film, magazine and internet
specials. Historically, the focus of the first release will be on Sir
Alec Issigonis. The father of the MINI, Alec Issigonis is regarded as
one of the major players in automotive design of recent times, an
inspired, unconventional thinker and creator of the most famous of all
small cars. His philosophy was rooted in the conviction that a modern
small car with high levels of comfort and efficient use of space should
be affordable to one and all. His successes earned him worldwide
recognition and a knighthood from the Queen on 22 July 1969. Issigonis
would have been 100 in 2006. Three printed issues and a pilot film are
in the pipeline for 2006, accompanied by Internet specials and a
supporting cast of events looking at every aspect of the history of the
BMW Group. Up-to-the-minute MINI brand events and special MINI Club
events are also on the agenda. BMW Group Mobile Tradition - the
central point of contact BMW Group Mobile Tradition in Munich has
responsibility for all the activities taking place under the banner of
THE MINI STORY and also looks after global coordination. The lead
agency in the implementation of the media communications activities is
Munich-based "von Quadt & Company", while the films will
be created by "shot one film & fernsehproduktion", also
based in Munich.