KUALA LUMPUR, 1 September 2010 – Chevron Malaysia Limited (“Chevron”), which operates in Malaysia under the retail brand Caltex™, recently teamed up with BMW Group Malaysia as a sponsor for the MINI Escapade 2010.Covering more than 300km and a Caltex™ service station from Klang Valley to Johor Bahru over two days, the colorful convoy excursion had a total of 46 MINI cars and 102 motor enthusiasts. The aim of the event was to add optimum value to MINI owners who purchase their cars from authorized MINI dealerships in the country.
Styled in the manner of The Amazing Race reality television show but with the use of MINI cars, the “racecapades” were divided into teams of two, scurrying around Johor Bahru to complete various tasks before receiving their next critical clue. The objective of the game was to accumulate as many points as possible whilst avoiding penalties at heritage checkpoints. Limited time on a tight budget in the challenges fuelled tension between team members and participants. Prizes up for grabs included two places in the inaugural MINI Driver Training Program in Malaysia valued at RM3400 per person, Caltex Fuel Cards as well as sought-after MINI Merchandise.
“As a regional sponsor of The Amazing Race Asia (TARA) series, the idea of the MINI escapade which drove multiple teams around Johor Bahru to ‘amazing’ heritage sites, seemed like the ideal activity to organise. From a business perspective, the racecapade provided our brand Caltex™ an opportunity to reach out to a special market of car aficionados, who have the specific know-how to take care of their vehicles on the road. The activity was also meant to fire the TARA fever and whet the appetites of TARA fans for the upcoming season.” said Uzma Nawawi, Brand Manager, Chevron Malaysia Limited.
The second race of its kind to be organised for MINI customers in Malaysia, Farid Sulaiman, MINI Manager, BMW Group Malaysia said, “Excitement is what MINI is all about and initiatives such as the MINI Escapade go a long way in sharing Excitement with MINI customers in Malaysia. Whilst owners and enthusiasts of the brand have always shown great interest and passion in the sporty and integrated spirit of the MINI, we should also note that the reputation of our partner Caltex™ with proven cleaning power through its Techron® fuel helps keep vital engine parts clean, aiding our cars to perform at its best. This reputation, together with our core Clean Technology strategy of MINIMALISM, upholds the principles of efficiency, performance and all around driving fun of the MINI.”
Caltex™’s sponsorship of The Amazing Race Asia Season 4 is all set to heat up the small screens in September 2010. Fans of the multi-continental race reality television show, can expect more intellect ante and sophisticated demands on top of the already tough challenges.As with the past seasons, competing teams can expect to win impressive pit-stop prizes and the first team to reach the finish line, once again has the opportunity to take home the grand prize of US$100,000.