March 13, 2015
BMW i3
German automaker BMW is continuing its support of the arts by partnering with The European Fine Arts Fair in Maastricht, Netherlands.
The 28th annual TEFAF will take place from March 13-22, and BMW will be offering a unique program of seminars and tours as well as providing transportation at the event. The automaker has taken on this partnership in previous years, and by continuing to support the fair, the brand is highlighting its commitment to cultural engagement outside of its commercial sphere.
“Since 2001, TEFAF has been a partner of the BMW Group,” said Andrew Mason, product communications manager, BMW, Netherlands, “but BMW also has a long history of supporting numerous other art fairs worldwide including Art Basel, Art Basel Miami Beach, Art Basel Hong Kong, Frieze London, Frieze New York, Paris Photo, Paris Photo Los Angeles as well as initiatives such as Gallery Weekend Berlin and the Art Berlin Contemporary.
"The BMW Group further operates long-term cooperations with cultural institutions and artists the world over supporting projects such as BMW Tate Live, Preis der Nationalgalerie für junge Kunst and BMW Art Cars,” he said.
Artistic inclinations
BMW will be supplying 25 vehicles that will be used as shuttle services for VIP guests at the fair. In addition to improving transportation at the event, this will also provide the brand with publicity among a subset of visitors who could potentially become BMW consumers.
BMW cars will be highly visible during the event
The automaker will also be hosting a program that will allow participants to attend two art seminars with Axel Ruger, director of the Van Gogh Museum in Amsterdam. It will also host a guided tour of the fair that visitors had the opportunity to register for.
Sponsoring popular events such as TEFAF is a great way for a brand to gain publicity among its target audience. Because The European Fine Arts Fair caters to affluents who are in the market to purchase expensive artwork, it is the perfect event for BMW to partner with.
Many influential affluents will attend the event
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BMW’s consistent support of the arts often allows the brand to catch the attention of prospective purchasers. For example, the German automaker supplemented its official partnership of Art Basel Miami Dec. 4-7 with a number of initiatives that elevated the brand’s visibility among the ultra-affluent consumers roaming about.
The brand’s Art Car series commanded the respect of both auto and art enthusiasts around the world as top artists including Frank Stella, Robert Rauschenberg, Jenny Holzer, Olafur Eliasson and Jeff Koons designed vehicles. The Lichtenstein BMW 320 Group 5 helped BMW gain credibility among guests who could advantage of the brand’s other offers (see story).
Many other brands support the arts in order to give back and gain publicity. For example, the French jeweler Chaumet partnered with the Académie des César to highlight young French actors in its “Revelations” project before the winners of the 40th annual César Awards Ceremony were announced Feb. 20.
The jeweler has been the official sponsor of the Académie since 2005 and regularly hosts a special evening event to honor the nominees. The brand also hosts an exhibition of photographs of the young actors, which this year was expanded into a short film (see story).
The many initiatives BMW is offering at TEFAF will no doubt help the brand connect with potential consumers. This publicity is essential to maintaining relevance in the competitive industry of luxury automobiles.
“BMW supplies 25 BMW vehicles (6 and 7 Series) for the official VIP shuttle services transporting all guests of honour of the art exhibition,” Mr. SAID “The BMW Group also offers a program to participate in two Art Seminars with Axel Ruger, director of the Van Gogh Museum in Amsterdam, followed by a guided tour of the fair.
“Due to great interest, the program was fully booked shortly after the start of registration," he said.
Final Take
Kay Sorin, editorial assistant on Luxury Daily, New York
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