After an extensive review of the luxury car market and BMW’s existing communications, Edge won the highly sought-after contract to publish BMW Magazine in 2009. Since that time, Edge has worked closely with BMW Group Australia to develop the biannual publication into a strong marketing tool that highlights the wide-reaching benefits of owning a BMW; provides information on the latest trends, accessories, vehicle ranges and technology; and reinforces the brand as an industry leader.

Distributed to BMW owners around Australia, the glossy high-quality magazine also focuses on the finer things in life, with local content and overseas features (from BMW in Germany) covering such topics as exotic travel, fine wine and dining, architecture, culture and the arts.

Both editorial and design convey a high degree of sophistication, innovation and style, as well as aligning with the BMW branding message of ‘dynamic, challenging and cultured’. As a result, BMW Magazine has become an important and effective communications vehicle (pun intended!), engendering brand loyalty among customers and a sense of pride in being the owner of a BMW.

Edge facilitates advertising sales for BMW Magazine, which contribute to the aspirational look and feel of the publication and enhance industry partnerships.

Winning words

“From the very beginning of the relationship, it was apparent that Edge understood the BMW imperative that product quality was the number one priority. Since then, each magazine produced has been more impressive than the last, starting from a very high base. Part of the success has come from the imagination and enthusiasm of the entire Edge team working on BMW Magazine, and partly from their professionalism in handling all aspects of the production process. Edge has been a constant source of ideas and suggestions for making detail changes and improvements to the production of the magazine, as well as being flexible enough to accommodate deadline issues, new layout styles imported from Germany and late changes as dictated by the client. Edge has also been proactive in foreseeing issues ahead of time and coming up with solutions to avoid problems. In terms of client liaison, Edge is good at keeping the client informed regarding the production process and keeping the production schedule on track. Post-publication follow-up has been detailed and valuable, and a strong working relationship has evolved between BMW and Edge.”
Stuart Jaffray, Marketing Services Manager, BMW Group Australia

In the driver's seat

Edge Melbourne's general manager, Elena Papola, is the all-important link in the publishing partnership with BMW Group Australia. Elena's experience as an account manager in the world of custom publishing, plus her attention to detail and outgoing personality (must be the Italian heritage!), ensure that every issue is handled smoothly and is of the highest-possible standard … just like BMWs themselves!