Luxury carmaker MINI has launched a global campaign for the upcoming new Countryman. The campaign will accompany the new MINI Countryman from October 2016.
The primary focus of the campaign is the realisation that experiences are the new status symbol of a young urban target group, said the company.
With the launch of the second generation MINI Countryman, the British brand is continuing its advancement into the premium compact segment. The MINI Cooper S E Countryman ALL4 is the carmaker's first MINI model with a plug-in hybrid engine.
Marc Lengning, the head of MINI Brand Management said, "Getting out and discovering the world has a whole new value for our target group."
"The MINI Countryman brings a new dimension to the urban MINI brand - because city living is also about getting out of town for the weekend and coming back with new experiences and stories."
MINI will make use of digital content to engage in a dialogue with its fans and customers. With posts, banners, and online ads, MINI is looking forward to tailor the content to suit the company's target audience.
MINI will focus on wide-reach publications in the print sector. MINI is working with partners like Channel Islands, the California based firm that already helped make the MINI Surfboard, to create film and photo content.
Another partner is the Japanese photography and technology brand, Nikon. MINI and Nikon will work together on numerous marketing activities for the MINI Countryman launch.
The new MINI Countryman will make its world debut on 18 November, 2016 at the Los Angeles Auto Show. The European launch is scheduled to take place in February 2017.