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The release of the Olympic-themed video marked the start of BMW’s publicity efforts related to the upcoming London 2012 Olympic Games. BMW cars will be used to transport athletes and officials during the event scheduled to last from July 27^th to August 12^th 2012.

It makes perfect sense for BMW to launch the campaign this early, especially since it has a lot of arguments on its side. BMW cars were chosen to serve as official vehicles based on their environmental protection features, such as low emissions of harmful gasses that will help the Olympics to meet the assigned carbon footprint values. Vehicles from the BMW 1 Series were designed with performance and efficiency in mind, fitting perfectly to the ideas and principles that the Olympic Games stands for. There are three performance models among BMW cars that will be promoted during the Olympics:

• BMW 1 Series 3 door sports hatch
• BMW 1 Series 5 door sports hatch
• BMW 3 Series Saloon

As the Automotive Partner of the Olympics and the Paralympics, BMW will lend a fleet of 4000 modern cars that will be used as the primary means of transportation for all the individuals involved. The company will also help aspiring athletes to reach the London 2012 Games through its Performance Programme.

In the promotional video that recently became available online, BMW cars are presented in all their mechanical beauty through contrasts with scenes of nature, symbolising the effort to master our environment and leave our personal mark on the world.

Needless to say, the release of this video is just the tip of an iceberg, as promotional activities related to London 2012 Olympic Games are going to begin in earnest during the early months of next year. BMW will certainly be one of the most visible partners of the Olympics and will support its role as Automotive Partner with wider marketing efforts aimed at demonstrating its dedication to responsible and sustainable technological progress.

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