MINI brings Hollywood to Geneva

MINI brings Hollywood to Geneva for the world premiere of the new MINI Countryman. 

MINI brings Hollywood to Geneva. The launch of the new star of the MINI family – the MINI Countryman – at the 80th Salon International de l’Auto provides reason enough for an unconventional marketing campaign: The city built on Lake Geneva is being renamed “MINIWOOD” by way of a huge projected image, creating a rival to the Hollywood dream factory in Los Angeles. The gigantic projection of the “MINIWOOD” sign onto Mont Salève on French soil is one of the largest projections of its kind.  

The projected image is 30 metres high and 192 metres wide. In the evening light it is visible for miles around to Geneva residents as well as the many visitors to the Motor Show.
This unconventional campaign involves powerful technology: High-performance projectors with 348,000 Ansi lumen illuminate an area of over 5,760 square metres with an output of more than 28,000 watt.

The projection will be complemented by a short video in typical MINI style. This “viral” will show how the projection is realised and will be widely distributed in the Internet.

Film posters entitled “MINI Countryman – GETAWAY” will publicise the guerrilla action and hence the world debut of the fourth member of the MINI family, raising public awareness and highlighting the MINI presence in Geneva. The “Making of” video will also be posted on MINI’s official YouTube channel at: http://www.youtube.com/MINI, and MINI Countryman’s Facebook page, http://www.facebook.com/MINI.Countryman.

MINIWOOD would not be complete without the celebrated “Walk of Fame”. So, as Motor Show visitors walk from the airport to the Palexpo, for example, they are guided by “MINIWOOD stars”. Walkways through busy areas of downtown Geneva have also been adorned with stars to strengthen MINI’s presence in the city centre.

MINIWOOD is brought to life through “red carpet parking”: In true Hollywood style, a MINI Countryman is parked and displayed on a red carpet on the streets of Geneva. A sign right next to the newest MINI star bears the slogan “I BECAME FAMOUS IN MINIWOOD – MINI COUNTRYMAN. GETAWAY.”

Thanks to a wide variety of communications activities in connection with the 80th International Motor Show in Geneva, the MINI Countryman is set to be the toast of the town. The MINIWOOD concept is the brand’s latest guerrilla action and confirms once again that MINI makes an unconventional statement.

“Guerrilla marketing plays an especially important part in MINI communications. That is why the launch of the new MINI Countryman will also be accompanied by characteristically unconventional and eye-catching marketing campaigns that are deliberately designed to appeal to the brand’s modern target groups,” explains Andreas-Christoph Hofmann, head of MINI Brand Communication.

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Vines and The Dame Vera Lynn Trust

Vines come first in the race to raise money for The Dame Vera Lynn Trust

On Sunday 29 November Vines of Gatwick took part in a Go Karting endurance race for the Dame Vera Lynn Trust.  We sent our best racers to represent us in the race at TeamSport Karting in Crawley, which saw Ian Smith, Adrian Houslop and Dean Eaton compete against twelve other teams in a 2-½ hour race to take first place.

As further support we provided a MINI, which was put on display in the TeamSport foyer, for people to buy tickets guessing the number of balloons in the MINI.  The prize for the winner was the use of the MINI for a weekend.

TeamSport Crawley were celebrating adopting The Dame Vera Lynn Trust as their chosen charity of the year by running an adrenalin packed team racing event at their brand new indoor racing track. Local businesses around West Sussex were invited to enter a team of drivers in to the indoor go-karting event.
Last year, thanks to generous donations, The Dame Vera Lynn Trust, a charity based in West Sussex, managed to raise £450,000, a figure that is needed to provide the Trusts vital service, particularly as the Trust receives no statutory funding.

The Dame Vera Lynn Trust is a national charity based in Five Oaks, West Sussex. The Charity provides care, education and therapy for children and their families with cerebral palsy. The trust wants to change the lives of far more children and their families. Their ambition is to be able to supply ALL necessary help to families with young children affected by cerebral palsy, and to ensure everyone is made aware of the existence of their service.

Ian Smith, our Group Corporate Sales Director said: ‘’Vines Group is delighted to be associated with TeamSport Crawley and The Dame Vera Lynn Trust. It was a real eye opener to see the number of people supporting the charity and taking part in this karting event. The competition for a ‘MINI for the Weekend’ raised the profile of the event and added towards the overall total for the charity. We look forward to assisting the Dame Vera Lynn Trust in the future’’.

Altogether TeamSport helped the Trust to raise £2,300 at this first sponsored event.  General Manager Steve Gaskin said ‘It was great to see local businesses in West Sussex taking part in this event and donating lots of money to this local charity. TeamSport Crawley really wanted to raise money for children this year. We run a number of junior activities at our tracks and see a lot of children & families join in our activities. We want to help those disadvantaged children who may never be able to take part or visit a go-karting track like ours in whatever way we could. Hopefully we can help the Trust raise even more money with future karting events planned for the New Year’.

No previous racing experience is needed and you don’t even need a driving license to take part at TeamSport Crawley! For further information on future charity events held at TeamSport please call 08444 108 108.

For any enquiries or to find out more about how Vines Group can assist with BMW & MINI cars please contact Ian Smith or any member of the Vines Group Corporate team on 0845 673 2211.

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MINIs BIG COFFEE MORNING – 25 SEPTEMBER

As part of Macmillan’s nationwide campaign, the world’s biggest coffee morning, on Friday 25 September we invite you to join us any time, any dealership for a cup of coffee and a slice of cake to help raise funds for the fantastic people at Macmillan.

One in three of us will have cancer and two million of us are living with it today. The money we raise will make a real difference. £184 could fund a Macmillan nurse for one day and just £1 will ensure one more person receives leaflets giving them information about cancer and where they can get support. Please join us on 25 September and help us make your coffee count for Macmillan Cancer Support.

It goes without saying that our staff are all revved up and raring to get into their kitchens, to don their chefs hat and have a go at baking. But we always like a bit of help. If you are a whizz in the kitchen and would like to support us by donating a cake, we would love to hear from you. Just give us a call.

We look forward to seeing you there.