BMW Hybrid uses Lanzarote as its Marketing Place

LIFE IN THE FAST LANE

Lanzarote is the Perfect Island for Launch of the i-8 BMW Roadster

Lanzarote´s unique volcanic scenery has provided the perfect backdrop for the launch of BMW´s new i8 Roadster. Following in the tire tracks of other recent high-profile motor marques such as Rolls Royce´s Dawn Black Badge, which was also shot on the island back in July.

A team from BMW visited the island last week for a promotional photo shoot which will provide the launchpad for a worldwide marketing campaign. Taking full advantage of the sensational scenery here on the island to show case the new Roadster´s futuristic form.

A strretch of road running from the salt flats at Salinas de Janubio to the Green Lagoon was sealed off especially for the filming and the shoot is another feather in the cap of Lanzarote´s SPEL, or society for foreign promotion.  Which works in hand with the Canarian government to promote Lanzarote as an attractive location for film and advertising production, offering tax breaks and other incentives.

Lanzarote´s relationship with BMW also runs a little deeper – as back in 1990 César Manrique was invited to participate in the manfacturers high profile art cars project, which involved one-off personalisations of a 730i model by world famous artists such as Andy Warhol and Roy Lichenstein.

The BMW i8 Roadster is a plug-in hybrid, boasting gull wing doors and a convertible roof and has just been unveiled for the first time at the LA

.