TRO – The Experience Agency – is today (24 May) set to welcome visitors to the ‘BMW Championship Village’ at Wentworth Club, as the BMW PGA Championship 2016 officially opens. TRO will be activating BMW’s brand experience at the golf tournament for the 12th year running.
For the first time, visitors will be able to instantly purchase a vehicle via the Shazam app within the BMW Championship Village and BMW Owners’ Lounge. It will also be the first outing for iPerformance – BMW’s new plug-in hybrid offering and the New BMW X1 will also be on display.
TRO project director Tara Allen-Muncey said: “2016 marks the 12th year of TRO designing and producing the BMW Championship Village. We believe we know our visitors really well – but we continue to push the boundaries and hope to surprise and delight those we meet over the course of the event.
“As well as introducing new services and products, we are also bringing back well-loved favourites including the BMW Owners’ Lounge, a BMW i area and the BMW Fairway featuring a top-of-range golf simulator experience with pro coaching.”
Yvonne Holden, general manager events, added: “We are particularly excited to be going live at the BMW PGA Championship during our centenary year. From conception through to activation our aim has been to put BMW product at the heart of an engaging brand experience. Visitors attend the BMW PGA Championship primarily to watch an exciting golf tournament – it is important therefore that our activity is sensitive to this and adds genuine value to everyone who comes into contact with our brand. Working with TRO we have created an experience that we are really proud of and that we hope will continue to surpass visitors’ expectations.”
The BMW PGA Championship is live at Wentworth Club from 24-29 May.