BMW Welt, the BMW Museum and BMW Plant Munich have come together under a single roof for the first time as part of an image campaign. While each of the three experience centres is a visitor magnet in its own right, together they make up a unique collective and one of the most visited places in Germany. Visitors of all ages will find themselves captivated by the multi-faceted experience on offer, which takes in the past, present and future of the BMW brand. The three buildings host an array of fascinating exhibitions, tours, concerts, readings and much more besides almost every day of the year.

A cross-media campaign headed by the slogan “Discover Joy: BMW Welt, Museum and Munich Plant” will be launched on 15 April 2011 to showcase the impressive variety of attractions to both the local population and visitors to the Bavarian capital.

At the heart of the campaign are the buzzwords “Enthusiasm”, “Adventure” and “Fascination” – each to the power of three, symbolising the triumvirate of BMW Welt, the BMW Museum and the Munich Plant. However, the “3” not only stands for the three buildings, but also for the multiple of joy they generate together. In superscript, moreover, it indicates the unit of measurement for space – pointing to the surroundings in which you can experience this joy.

The photos for the print media follow the same principle, showing people of various ages captivated by fascination, enthusiasm and adventure at BMW Welt, the BMW Museum and BMW Plant Munich. The creative process thus drew on a warm, personal visual language to put this message across.

“BMW Welt, the BMW Museum and BMW Plant Munich constitute the heart of BMW. The ‘to the power of three’ idea neatly expresses the integral relationship between the three experiences centres. This engaging campaign continues our strategy of communicating the uniqueness of both the individual experience centres and the triumvirate as a whole – and in so doing further enhances their long-term appeal,” says Dr Ralf Rodepeter, Head of BMW Museum, Head of Marketing BMW Group Classic and Head of Communication Visitors’ Experience Munich.

The campaign for the Munich area will be launched on 15 April 2011 with a series of billboards. These will be followed by adverts in the local print media and radio commercials, plus adverts in tourist media and a cinema commercial towards the end of the year. A quarterly programme enclosed as a supplement with daily newspapers will provide additional publicity.

Renowned advertising photographer Piet Truhlar was the man behind the lens for the stills, while Munich agency shot one was responsible for the creative concept.