BMW uses DM to drive attendance to road shows

Article Abstract:

BMW North America is using an invitation-only direct marketing strategy to lure attendance at a road show that will give participants the opportunity to test drive the cars with professional drivers. The campaign is promoting the automaker's full fleet of cars, future cars and the 1999 3 Series sedans, which will debut later in summer of 1998. The program aims to generate 5,000 test drives in each locale of the 12-city tour, with the first stop to kick off in Chicago on July 18, 1998. The other cities on the 1998 circuit are New York, Atlanta, Houston and Miami. BMW is targeting prospective BMW owners with a field day of events as well as people aged 15-21 with four-hour driving sessions designed to demonstrate safety features in a controlled environment.

Motor Vehicle Dealers, Motor Vehicle and Parts Dealers, Direct Marketing, Automotive dealers, BMW of North America L.L.C.

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Charter Hospitals tests infomercial for treatments

Article Abstract:

Charter Hospitals of Atlanta has just completed a six-week, 32-market infomercial test that was designed to increase awareness of its alcohol and depression services. The 90-hospital network, which specializes in drug, alcoholism and mental health systems, reportedly launched the test to counter a trend of sluggish call volume. It spent $800,000 to produce the long-form infomercial, which depicted existing footages containing testimonials from individuals who were in recovery for either alcoholism or depression. Tyee Group, a Portland, OR-based informercial production firm, handled the infomercial's production and media buying.

Hospitals, Alcohol & Drug Abuse Services, Outpatient Mental Health and Substance Abuse Centers, Ad Testing, Drug abuse treatment, Charter Hospitals

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Schering-Plough readies Claratin promos

Article Abstract:

Schering-Plough Corp.'s latest commercial features "Good Morning America" host Joan Lunden as celebrity spokesperson for Claratin. The celebrity endorsement is aimed to enhance Claratin's direct to consumer strategy that already copies a strong general consumer, brand-building strategy with prime-time media buys, 30-second spots and a strong brand message. Lunden will reportedly be incorporated into the entire direct to consumer education campaign for Claratin. The new ads are part of a $70 million campaign slated to roll out in August 1998.

Drugs & Pharmaceuticals, Pharmaceutical and Medicine Manufacturing, Spokesperson, Drugs, Schering-Plough Corp., Joan Lunden, Claratin

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