Mini Miles

Hosting a 15 day event where the venue is a highway and the number of attendees is unknown is no easy feat. MINI USA turned a cross-country road trip into the ultimate marketing strategy.

With just a few weeks before the kickoff of her company's biggest customer event ever, Trudy Hardy was experiencing the usual nerves and apprehension that come with planning an important, customer-facing program. Was the venue secured? Was the entertainment confirmed? Was the agenda finalized? Oh, and one other minor detail … would anyone actually show up?

Just six months earlier, Hardy and her team at MINI USA had set out to plan the nation's first cross-country drive for MINI owners

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