To publicize the launch the new 3-Series (the first North American showing of the car will be next week at NY) BMW is launching the "3 Across America" tour on March 26th. The campaign consists of a 44-day cross-country jaunt culminating in an 18-hour marathon show presented on the BMW Channel on Sirius satellite radio. The broadcast will play a "travelogue" of the entire coast-to-coast tour and a live concert starring "top name performers" on May 6th, the official on-sale date of the new 3. Sirius will play minute-long updates throughout the tour on their channels to publicize the car. The most unsettling quote from the press release: "We're thinking of this as part Kerouac, part 21st century Radio Theater." "On the Road" this PR tour is not.
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