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MINI USA Promotes MINI Motoring Hearts

As a few of your have undoutedly noticed, MINI has quetly started a new compaign to promote good works and good news called Mini Motoring Hearts. Here’s more from this week’s Automotive News:

“Mini Motoring Hearts” is the theme of a new marketing plan that encourages owners to choose from among 37,000 nonprofit organizations that need volunteers. It is the first element of a program that promotes giving back to communities, says Trudy Hardy, marketing manager for Mini USA.

Mini also will share 80 outdoor billboards around the country and some print ads with nonprofit groups. It has joined with several major media groups to promote what it calls “Good News Reports,” says Hardy, 36, who has been with Mini since one year before its U.S. launch in 2002. Hardy was promoted to head the marketing department last May.

Mini’s marketing has always been humorous and off-beat. The newest program is far from conventional.

“Customization is one of our strongest brand tenets,” Hardy says. “In all our marketing efforts, we are trying to allow them (owners) to customize their experiences with Mini.”

You can read the entire article below:

[ Mini advertising promotes good works, good news ] Autonews

Written By: MF Staff

  • http://www.gbmini.net Ian C.

    Maybe I should organize another Coopers for Caregivers

  • http://www.northamericanmotoring.com Dave

    While we’re on the subject of charity and MINIs, the Los Angeles based Cooper Club for Charities (c3) will be hosting a breakfast on Sunday morning at AMVIV as a fundraiser for Cure Autism Now.

    This is the second year C3 has raised money for charity at AMVIV.

  • http://c3club.org OctaneGuy (Richard)

    What’s REALLY funny is that we’ve been using the “Let’s Make a Difference” since 2004 for our MINI Club, c3 (Cooper Club for Charities), and MINIUSA knows that because they donated merchandise for our fund raising events.

    I’m just waiting to see: “Let’s Motor for a Worthy Cause” Which has been our club moto.

    As Dave said above, we’ve been doing fundraisers to raise money for various childrens charities, from homeless school children to autistic children, and utilizing different mediums from MINI car shows and parades to group meets like AMVIV and MOTD. Last year we raised $1,800 for CureAutismNow.org from 269 dinner participants. We’re on track to make a similar donation this year for our Farewell Breakfast at AMVIV 2006.

    A big part of our success has been providing a channel to combine passionate MINI motorists with the desire to help others.

    With 90 c3 members around the USA and relationships with the major MINI aftermarket vendors and SoCal Dealerships, we’ve got a passionate bunch who continue to prove that owning a MINI isn’t just about driving the most fun car on the road.

  • Pingback: MotoringFile » Archive » MINI Ad Agency Drive


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