USA: Satellite radio deal agreed to promote new BMW

By just-auto.com editorial team | 17 March 2005

BMW of North America will use satellite radio to promote its new 3 series.

A 44-day cross-country tour dubbed '3 Across America' begins on March 26 and ends on May 6, with an 18 hour marathon broadcast which will be aired on a dedicated Sirius channel.

The programme will consist of a continuous 'travelogue' of the entire coast-to-coast tour and will end with a live concert starring "top name" (but so far unnamed) performers.

Snippets from the road trip will be compiled into minute-long updates to air across Sirius channels throughout the tour.

The BMW/Sirius partnership is the first time the satellite radio broadcaster has participated in the launch of a new product.