TRO takes Volvo off-road on the festival trail

Experience agency TRO is gearing up to headline Volvo Cars’ brand sponsorship at a series of summer festivals.

The agency says it hopes to build on the success Volvo achieved with its festival programme last year, and 2016 sees the Swedish automotive brand return to Camp Bestival for a second year and Festival No.6 for a third year.

With 70% ABC1 families, Camp Bestival’s audience profile is ideal for Volvo, says TRO. The event takes place this weekend (28-31 July) at Lulworth Castle in Dorset.

TRO has created an experiential activation at the event entitled ‘Fika by Volvo Cars’, a Scandinavian hideaway concept designed to align with the festival environment.

Set in the North Wales village of Portmeirion, Festival No.6 takes place 1-4 September, and TRO has designed a Swedish Spa experience for boutique camping customers, offering luxury wood burning hot tubs for glampers.

TRO account director Emma Hynde tells CN: “Volvo was TRO’s very first client in 1982 and we are extremely proud to have continued our relationship with Volvo through to the current day. TRO currently manages the Volvo Event Support service for all dealer events as well as national brand experiences – for example the festivals we are in the midst of activating. We work with Volvo across both B2B and B2C events on a project-by-project basis – recent event work has included a new product media launch, the creation of pop-up shops within retail environments featuring exclusive previews and fleet partnership activations.”

Paul Colston


Paul Colston

Managing Editor, Conference News & Conference & Meetings World.

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