BMG's $25 Million Effort

It looks like BMG did listen to fans this time. The planned a combined commercial strategy to get Elvis back on the charts, hopefully with the same success as the Beatles' No. 1's". In the March 18 edition of the magazine Advertising Age this article was added. BMG and RCA Records are behind a CD called "Elv1s 30:Number One Hits," which will be released October 29. Presley's longtime label RCA had never previously released Elvis' No. 1 hits on a single CD. For the effort, BMG has enlisted tie-in marketing partners AOL/Time Warner, Walt Disney Co., Lycos and Nascar. BMG also is being helped by two of its divisions...magazine division Gruner & Jahr and Book unit Random House. Marketing executives said Nike will also be involved, though BMG executives would not confirm. Gruner & Jahr USA will produce a custon 200-page special magazine about Elvis featuring rare interviews and photos, while BMG's book division, Random House will release a series of four (4) books about Elvis throughout this year. AOL Time Warner's marketing/promotion plan includes working with AOL Music in providing song downloads, as well as online and offline efforts with TV its cable networks WB, TNT and TBS, as well as TIME Inc. publications. Elvis will also have a major presence in Walt Disney Co.'s summer animated release "Lilo & Stitch:" Eight of his songs will be heard on the film's soundtrack. Later this year, Nascar will have a special Elvis Presley Race car for one of its November races. "It's a full, integrated campaign," said Joe DiMuro, senior VP strategic marketing, BMG North America. Capitol Records' "Beatles #1" release scored a major success, selling 8 million to 9 million units in the U.S. and about 20 million worldwide. BMG's goal for the King...about 7 million unit sales in the U.S. This will be a $25 million campaign.
Source: It's Only Love For Elvis / Updated: Mar 19, 2002 
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