BMW has appointed experiential agency TRO to design, build and manage its hospitality and 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, amarketing 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.
After it acquired the title sponsorship of the European Tour’s flagship event in 2005, BMW has used the Championship to provide 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 and broadened from traditional golf fans to people who view the event as a must-attend spectacle.
There will be an interactive space in the central area of the Championship’s tented village, to offer special privileges for BMW owners. There will also be areas highlighting BMW initiatives and brand stories including supplying 4,000 vehicles for the London 2012 Olympic Games.
“TRO has worked with BMW to deliver this flagship event since 2005,” Bates noted. “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 generate positive brand awareness through engagement with golf.”
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