MINI USA KICKS OFF MOTOR-TOBER 2012 WITH THE “NOT NORMAL SALES EVENT”

Woodcliff Lake, NJ – October 3, 2012… This week marks the start of MINI’s 6th annual Motor-Tober event – where MINI USA takes over the month of October and celebrates all that is MINI by bringing fun, quirkiness and a fantastic sales promotion to customers across the U.S.  During Motor-Tober 2012, MINI USA has tapped into the recently launched global brand campaign for inspiration and is announcing the NOT NORMAL SALES EVENT. This month, dealers will get creative with customer test-drives and local marketing campaigns, host truly not normal customer celebration events, and offer seductive sales incentive programs for the growing MINI range.

“As we move into our favorite time of year, which we’ve dubbed Motor-Tober, we want to celebrate with MINI owners and fans across the country by delivering a unique and memorable brand experience,” said Tom Salkowsky, Marketing Manager – MINI USA.  “The NOT NORMAL SALES EVENT will be an extremely exciting addition to Motor-Tober and demonstrates the authenticity and irreverent style that makes the MINI brand so compelling beyond the fun-to-motor MINIs.”

Dealers throughout the U.S. are planning their own local Motor-Tober NOT NORMAL SALES EVENT activities, so expect interesting experiences at showrooms. You’ll see anything from signs reading, “Sorry We’re NOT Closed,” to a display of the hoops you don’t need to jump through when you opt to buy a new MINI (though customers are invited to do so if they’d like), and ads that will no doubt inspire a grin or two. Some facilities will even offer an option for an atypical trade-in toward a brand new MINI, including old golf clubs or that dusty dot-matrix printer in the closet. With the NOT NORMAL SALES EVENT, expect the unexpected.

All MINI USA dealers have committed to hosting Motor-Tober customer appreciation and ride-and-drive events with engaging activities. Examples include a MINI wedding with gifts for the guests, a Wizard of Oz themed party, ice skating rinks, spa treatments while car shopping and a carnival. Some dealers are taking the opportunity to support a charitable cause as part of their efforts, like Global MINI, which is planning to donate $1 to breast cancer research for every test drive mile completed at their facility.

A limited time sales incentive will be offered as part of the Motor-Tober event. Customers will need to visit their local dealership to learn more about the details. "We are encouraging anyone who has been considering a new MINI to act now and be part of our Motor-Tober celebration," said Salkowsky.

The new Motor-Tober NOT NORMAL SALES EVENT materials will be used online, in print and on outdoor billboards throughout the month of October.  These local events and national activities will all tie into the global NOT NORMAL marketing campaign, which began rolling out last week in markets around the world. This ongoing global campaign will be an exploration and celebration of all that is NOT NORMAL about MINI, the loyal community of owners and the brand’s promise to turn the car-buying and ownership experience into a memorable delight. Complete advertising creative, including print, online and broadcast commercials will be running in all markets where MINI vehicles are sold in Q1 2013.