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TRO

Core disciplines: Experiential marketing, Sponsorship

We have worked with BMW to deliver their sponsorship activation of the event every year since the partnership began, and we always aim to meet BMW’s specific objectives while also improving the visitor experience overall.

Every year we design the sponsorship activation and visitor experience with fresh eyes to ensure we meet specific objectives, demonstrate brand progression and adapt to changes in consumer expectations.

Objectives

In 2015 we were set the following objectives:

• Support the launch of the new BMW 7 Series with a Closed Room engagement mechanic
• Showcase the breadth of the full BMW product range
• Data capture – contacts and full leads
• Give BMW owners an exclusive experience that reflects their value to BMW
• Promote dwell time in the Championship Village and encourage visitors to engage with the products on display
• Generate activity on social media 

Solution

The main area within BMW’s sponsorship activation is the BMW Championship Village and within this sits the BMW Owner’s Lounge. We also construct a Viewing Gallery on the 14th Green for BMW Owners and a number of product displays, plus a shuttle service to and from the car park for BMW owners. 

Championship Village

The size of the Championship Village is impressive, covering an area of 3,000sqm. In line with our strategy, we created specific zones for BMW models and a central feature that reflected – both symbolically and physically – the overarching BMW core brand.

BMW Fairway

The BMW Fairway was a large, elevated bridge that spanned the product areas and provided panoramic views over Wentworth. As well as being an effective stand attractor, the Fairway signified both BMW’s commitment to golf and how its core brand values permeate through the full product range. 

On the Fairway guests could participate in a virtual Nearest the Pin Challenge with golf professionals on hand to advise them on their swing. Results were shown on screen and could be shared on Facebook.

BMW Performance Area

We designed a bold, exciting environment with a range of driving games for guests to play, while giving the M3 and M4 – the real showstoppers – pride of place.

The BMW X6M ‘Sweet Chariot’ was also displayed to highlight BMW’s sponsorship of the England team in the forthcoming Rugby World Cup. Guests could audition for a place in the BMW Chariots Choir by singing their favourite rugby anthem from inside the car.
 

“TRO did another fantastic job delivering our sponsorship activation for the BMW PGA Championship at Wentworth this year. The Village and the Owners’ Lounge were busier than ever and we over achieved on all of our KPIs. TRO made sure the whole event ran smoothly, and I heard nothing but positive feedback from colleagues and customers alike.”

Yvonne Holden, General Manager, Events, BMW UK
 

The campaign won Sponsorship Event Sponsorship fo the Year at 2015 The Drum UK Event Awards.

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