Grass Roots revs up BMW’s centenary exhibition in UK

Experiential and communications agency Grass Roots Meetings & Events will lead the delegate management process for the UK stop of BMW’s Next 100 Years exhibition which also visits China and the USA during its world tour celebrating the group’s centenary.

The exhibition will showcase each of the BMW Group’s brands and take a look at future mobility. It opened for BMW’s corporate clients, press and the public at The Roundhouse, last month in London.

Grass Roots M&E is the sole providers of BMW’s delegate management services and controlled the invitation process, follow up and managed onsite activity.

Grass Roots M&E helped ensure that 15,000 delegates were ‘touched’ across eight individual events, as well as the VIP guided tours during public exhibition dates.

The agency also managed logistics with international groups attending the events from destinations including China, Southern Ireland and North America.

Yvonne Holden, general manager events at BMW UK Limited, said: “Grass Root M&E are our sole provider of delegate management services because they truly know and understand our business. Most importantly, they personally know the individuals attending our events having built long-term relationships with them and act as a true extension to our own teams. The attention to detail and quality shown across their team once again ensured our event was a success as so many others have been in the past.”

“BMW Group is a key client and partner of ours, but it has been an honour to support its centenary celebrations,” said Jane Jennings, account director at Grass Roots Meetings & Events. “From delegate management and logistics to full event management, our team has been able to help BMW craft an exhibition that truly captures the essence of what the brand has achieved throughout the years. We have worked as an extension of the BMW team by understanding their desire for attention to detail and the need for a personal touch with each and every person, ensuring they enjoyed the exhibition.”


Paul Colston


Paul Colston

Managing Editor, Conference News & Conference & Meetings World.

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