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Smart city tour nets 1,600 sales leads, while Mini takes to the road

A marketing initiative by Smart to launch its brand of two-seater cars in 10 UK cities has led to 1,600 sales leads.

The Smart 'Streetwise' campaign saw cars displayed in shopping centres in Cambridge, Oxford, Nottingham, Bristol, Peterborough, Guildford, Brighton, Leeds, Newcastle and Glasgow. The events, in May and August, produced 494 test drives. Accompanying the cars was a Smart branded coach ised for test drive booking, offering refreshments and displaying promotional videos and brochures.

Mini is also taking to the road for 10 flying visits to Glasgow, Bristol, Nottingham, Sheffield, Leeds, Cardiff, Bath, Swindon, Birmingham, Leicester, London, Alton Towers and the UK's biggest shopping centre, Bluewater in Kent.

The 'Mini adventures' will be promoted en-route by such things as hitchhikers holding 'Take me to a Mini adventure' sign. There will also be Mini drive-bys, convoys, games, stunts and a Guinness World Record attempt.

Ysabel Vazquez, Mini marketing projects manager, said: "The main objective is to give everyone a great day out, as well as the chance to see the Mini close up and even get behind the wheel."

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