BMW at the Shanghai Motor Show

BMW wanted to maximise the TV interview coverage of their two Board Members at April’s Shanghai Motor Show. Once again they asked markettiers’ corporate team…

markettiers and BMW have developed a strong relationship in recent years. We’ve successfully worked for the powerhouse that is the German luxury automotive producer – and one of the world’s most coveted brands – on the launch of their i3 and 7 Series cars, and at all the most recent Geneva, Frankfurt, Detroit, Paris and Tokyo Motor Shows.

BMW’s Munich-based Global Comms team recently upped the ante, asking us to partner them at the biggest auto show of all – the 2017 Shanghai Motor Show at the city’s vast new National Exhibition and Convention Centre. Once again they asked us to maximise the exposure of the two Board Members on site on global TV business and news channels.

Ever one for the challenge – undertaking live global satellite interviews from China sometimes isn’t always the most straightforward of tasks – we accepted.

Added to a full-on global news agenda featuring the escalating tensions between the USA and North Korea, and the last week of the bitter French Presidential election campaign, the day before the Show’s Press Day Theresa May shocked the world by calling the UK General Election.

However, we were not to be deterred.  Our hugely experienced senior team member on site, supported by our media team, set up and managed simultaneous, six-minute prime-time live interviews with CNBC and Bloomberg, both backed with significant B-Roll which we’d distributed.  APTN were set up for an interview-led package which was distributed to TV stations with news and car programming all around the world, while interviews with all the key Chinese news and business news broadcasters were all managed.

BMW were delighted with the results.