May 9, 2006 There’s a rule of thumb for sponsorship that for every dollar of sponsorship, a company should spend another dollar promoting that sponsorship. With BMW returning to Formula One, it has backed its ability by creating an incredibly clever marketing device – a fully transportable theme park developed in conjunction with Disney World to explain and demonstrate all the excitement of pit stops, race strategies and team tactics in an entertaining, interactive attraction. Launched at the European F1 Grand Prix at Nurburgring last weekend, the BMW Sauber F1 Team Pit Lane Park spans 5,400 square metres, can accommodate up to 16,000 visitors per day, and features a 90-metre-long stretch of track, leading to a 25-metre-diameter turning area flanked by grandstands. Yet another example of BMW efficiency is evident in that the park operated until Sunday night in Germany, and will open for business again on Friday in Barcelona to support the Spanish F1 GP next weekend. After Spain, it will have a more leisurely pull down prior to opening at Silverstone (UK) for the British F1 GP opening Thursday, 8 June. The park will visit Montreal (Canada), Monza (Italy) and Shanghai (China) later this year to coincide with those Grands Prix.
April 7, 2006 Pantech Wireless, the U.S. based subsidiary of South Korea’s Pantech Group and Disney Mobile today jointly announced plans for the DM-P100, the first wireless handset in the Disney Mobile portfolio. At the CTIA Wireless 2006 trade show in Las Vegas, the two companies said the new mobile phone was scheduled to hit the U.S. market with the launch of Disney Mobile this summer. Disney Mobile is the first comprehensive mobile service built specifically for families. It will include custom handsets, extensive entertainment content, and an innovative package of features and applications that meet the unique communication needs of families.
March 27, 2006 Looks kinda cute for a Porsche doesn’t it. The characters of hotshot rookie racecar Lightning McQueen (voiced by Owen Wilson), Sally Carrera, a snazzy 2002 Porsche 911 (voiced by Bonnie Hunt) and Mater, a rusty but trusty tow truck (voiced by Larry The Cable Guy) from Disney•Pixar’s upcoming release, “CARS” exist not only on the movie screen, but in sheetmetal as well. Our old mate West Coast movie car creator (“if it doesn’t work it’s just not finished yet”) Eddie Paul
, with help from Porsche and Pixar Animation Studios’ artists and technicians, created life-sized versions of three of the film’s lead characters. Sally Carrera, a converted Porsche 911, was the first of the film’s stars to roll off the production line. Paul, who was introduced to Porsche by entertainer Jay Leno, has been building cars for Hollywood for more than three decades.