12 years of BMW
For years, BMW has been defined by performance, precision, and progress. From its dominance in global M sales to its leadership in modern luxury and electrification, the brand has consistently set the standard for what a premium automotive experience should be. For more than twelve years, 7 Communications had the privilege of helping bring that standard to life in Canada. As our first national client, BMW Canada entrusted us with some of its most important brand moments, beginning with a coast-to-coast M Power Tour at racetracks across the country designed to reinforce BMW M leadership on the global stage. At the time, Canada ranked among the top five BMW M markets worldwide. By 2025, it had risen to the top two. That first program established a partnership built on trust, ambition, and a shared belief that the BMW brand is best understood when it is experienced.
Background
BMW Canada was the first brand to engage 7 Communications on a national stage. From the outset, the mandate was clear: create experiences that felt as engineered and intentional as the vehicles themselves.
The relationship began with a national M Power Tour, hosted at racetracks across Canada, which placed BMW M vehicles in their natural environment and reinforced the brand’s global performance leadership. This foundational program set the tone for everything that followed. Experiential first. Emotionally driven. Rooted in authenticity.
Over the next twelve-plus years, the partnership evolved in tandem with BMW Canada’s business and brand priorities. As the portfolio expanded from performance to luxury, and later to electrification and cultural relevance, 7 Communications supported BMW with a wide-ranging portfolio of programs, including national tours, luxury lounges, concierge-driven test drive experiences, iconic installations, retail and dealer integration, cultural partnerships, digital-first launches, and large-scale enthusiast festivals.
Together, we built a body of work that reflects not just individual campaigns, but a sustained experiential philosophy grounded in consistency, craft and precision.
Challenge
Across more than a decade of collaboration, BMW Canada faced a consistent and evolving challenge.
- How do you continue to lead when expectations are already high?
- How do you showcase performance, luxury AND innovation without fragmenting the brand?
- How do you engage both loyal enthusiasts and new audiences at scale?
- How do you bring emerging technologies like electrification to market without losing emotion?
- And how do you ensure every experience feels unmistakably BMW regardless of format or geography?
Meeting these challenges required more than isolated moments. It demanded a long-term experiential partner capable of evolving strategy, creative and execution in step with the brand.
Challenge
Across more than a decade of collaboration, BMW Canada faced a consistent and evolving challenge.
- How do you continue to lead when expectations are already high?
- How do you showcase performance, luxury AND innovation without fragmenting the brand?
- How do you engage both loyal enthusiasts and new audiences at scale?
- How do you bring emerging technologies like electrification to market without losing emotion?
- And how do you ensure every experience feels unmistakably BMW regardless of format or geography?
Meeting these challenges required more than isolated moments. It demanded a long-term experiential partner capable of evolving strategy, creative and execution in step with the brand.
Solution
7 Communications designed and delivered an integrated ecosystem of experiences that evolved while remaining anchored in BMW’s core values.
The partnership began with a national M Power Tour at racetracks across Canada, reinforcing BMW M dominance and supporting one of the strongest global M sales performances worldwide. This program established performance as the emotional and experiential foundation of the relationship.
As the collaboration expanded, we created multiple closed-room and luxury lounges, and drove sponsorship collaborations across golf, lifestyle, arts, and design categories designed to reinforce BMW’s position as a modern luxury brand rather than a traditional automotive advertiser.
National initiatives like the BMW X Tour and Driving Luxury brought the brand directly to prospects and consumers across regions. These journeys combined scenic routes, curated hospitality, and immersive storytelling to create personal connections that extended well beyond a dealership visit.
As the market shifted during the pandemic, we reimagined how BMW could connect with audiences on-screen through hybrid physical and digital formats. These programs supported retailers while preserving premium brand standards and expanding reach.
With the introduction of BMW electric and performance hybrid vehicles, programs included multiple electrified tours that translated complex innovation into accessible, lifestyle-driven experiences. These activations met audiences in high-traffic cultural environments, embedding BMW into moments of relevance rather than isolating the brand within traditional auto settings.
The evolution culminated in large-scale enthusiast and cultural moments such as the BMW M Festival North America and 50 Years of Legendary. These programs transformed venues into immersive brand worlds, blending driving, heritage, lifestyle, and community into multiday experiences that deepened loyalty and celebrated BMW culture at scale.
Across every initiative, 7 Communications led strategy, planning and production, national logistics, hospitality, partner integration, content capture, and execution with one guiding principle: precision with purpose.
Results
Over more than twelve years, BMW Canada’s experiential programs delivered sustained and meaningful impact, reinforcing brand leadership while building long-term connections with audiences across the country.
From the outset, national tours and track-based programs played a foundational role in strengthening BMW M leadership, supporting one of the strongest global M sales performances worldwide. When the partnership began, Canada ranked among the top five BMW M markets globally. By 2025, it had risen to the top two. That trajectory was supported by thousands of driving experiences delivered across racetracks, road journeys, festivals, and curated environments that placed performance, emotion and authenticity at the centre of every interaction.
Luxury and lifestyle initiatives elevated brand perception and strengthened BMW’s cultural relevance by placing the brand within premium contexts defined by design, hospitality, and restraint. As the portfolio evolved, electrified programs reached hundreds of thousands of consumers in high-traffic cultural environments and generated millions of impressions, translating innovation and new technology into experiences that felt aspirational, accessible, and distinctly BMW.
Hybrid and digital experiences expanded reach during moments of market disruption without compromising premium brand standards, while large-scale festivals and enthusiast events delivered thousands of additional driving moments and deepened community connection. Across performance, luxury, and electric portfolios, BMW engaged hundreds of thousands of consumers through tours, festivals, retail activations, and North America-first experiences that set new benchmarks for automotive brand engagement.
Beyond scale and metrics, the most meaningful result was longevity. BMW Canada was the first national client in the history of 7 Communications and returned year after year with increasingly important mandates. That trust helped shape who we are as an agency and remains a body of work we are deeply proud of.
Built on trust. Defined by experience. Ready for what comes next.
