MINI Canada today (22nd November 2005) announced the decision to transfer the MINI Canada media planning and buying business to The Media Company effective January 1, 2006.

“MINI has clearly been recognized in the market as a performance based car since its launch in Canada in 2002,” said Margareta Mahlstedt, Brand Communications Manager, MINI Canada. “MINI’s advertising has been very unique and has pushed the boundaries of automotive advertising in Canada. We are pleased to welcome The Media Company to the MINI Canada team. TAXI will remain MINI Canada’s advertising agency of record.”

The Media Company provides a wealth of resources with extensive knowledge and expertise in research, online and promotional activities that will prove to be beneficial to the MINI brand at both a national and local levels. For more than 20 years, The Media Company has been BMW Canada’s media planning and buying agency of record.

Since its launch into the Canadian automotive market, MINI has been highly acclaimed, receiving numerous awards, including being named the ‘2003 North American Car of the Year’. MINI has also seen some transformations during its time in Canada. In March 2002, the MINI Cooper and MINI Cooper S were launched in Canada. One year later, the John Cooper Works package was offered and two years later, the MINI Cooper and MINI Cooper S Convertibles hit Canadian soil.

In August 2005, MINI Canada enhanced its 2006 model line up with new packages and optional features, including most notably a new factory-installed John Cooper Works package and new “Checkmate” and “Quicksilver” packages. The 2006 MINI Cooper Classic is priced at $23,500, while the MINI Cooper, MINI Cooper S and the MINI Cooper Convertible and MINI Cooper S Convertible are priced at $25,900, $30,600, $31,600 and $36,600 respectively.

BMW Group Canada, based in Whitby, Ontario, is a wholly-owned subsidiary of BMW AG and is responsible for the distribution of BMW luxury performance automobiles, Sports Activity Vehicles, Motorcycles, and MINI. BMW Group Financial Services Canada is a division of BMW Group Canada and offers retail financing and leasing programs on new and pre-owned BMW and MINI automobiles, as well as retail financing for new and pre-owned BMW Motorcycles. A total network of 37 BMW automobile retail centres,18 BMW motorcycle retailers, and 21 MINI retailers represents the BMW Group across the country.