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FMBX News
Posted: May 3, 2011
TRO appointed for BMW PGA Championship
TRO has been appointed by BMW to design, build and manage the hospitality units and BMW feature areas at this year’s BMW PGA Championship, taking place at Wentworth from 26-29 May.
The agency will also project manage a business briefing for 400 BMW UK staff, a marketing agency briefing for 120 guests and a meeting for 40 key corporate clients using the newly-built environment during the run-up to the Championship.
Following its acquisition in 2005 of the title sponsorship of the European Tour’s flagship event, the PGA Championship, BMW has progressively stamped its mark on the tournament, providing spectators with a continuous brand experience.
TRO account director Siân Bates said: “Our brief is to deliver a premium experience for the spectator audience - which will include existing BMW customers, as well as prospects and influencers. Attendance of the Championship has risen from 67,000 in 2005 to 89,000 in 2010. During that time the composition of the audience has broadened from a core of traditional golf fans to families and people who view the event as a must-attend spectacle.”
The event objectives are to create a welcoming interactive space in the central area of the Championship’s tented village, to offer special privileges for BMW owners and to make the brand visible and appealing to the general public.
The features will deliver detailed brand messages via a range of interactive experiences that focus on performance, success and sustainability, while visually conveying BMW’s involvement in Golfsport and Motorsport.
A central bar will form the hub of the tented village, and from here spectators will enjoy a series of feature areas highlighting key BMW initiatives and brand stories. In addition to exhibit areas for BMW models 1,3,5, 7 and X, there will be an Olympic Zone, showcasing BMW’s sponsorship of the London 2010 Olympic and Paralympic Games. This will highlight the vital role that BMW will play in supplying 4,000 vehicles for the Games.
BMW owners will have their own exclusive lounge and there will also be a ConnectedDrive Lounge, offering a social networking hub, reinforcing the message that thanks to BMW’s advanced ConnectedDrive technology, drivers can access Facebook and Twitter, as well as Sat Nav directions and Google.
Attention-grabbing sound technology and graphics will highlight BMW’s EfficientDynamics engineering technologies, which are aimed at reducing vehicle weight, fuel consumption and emissions, while increasing efficiency.
Concluded Siân Bates: “TRO has worked with BMW to deliver this flagship event since 2005. Year on year we have worked hard to create a premium visitor experience and for 2011 we have raised the bar even further. We are confident that the whole visitor experience will demonstrate the value of BMW ownership, generate positive brand awareness through engagement with golf, and actively generate prospects and engender customer loyalty.”
