In this series, Agency Correspondent Heather Nicholls takes you behind the scenes of some of the most compelling brand activations and events.
In the seventh edition, we meet TRO the agency behind Brompton World Championship 2025.
The Brief: Brompton was gearing up for their 2025 Brompton World Championships (BWC) and with this year coinciding with their 50th anniversary, they were looking to turn up bigger and bolder than ever before. With TRO’s vast experience in creating fan zone experiences and alignment to the brand’s ethos, the agency was appointed to support them with delivering this milestone event.
Owning their own individual space this year was a key step forward from previous events, and TRO understood the importance of using this space to create an experience for their global community to come together, driving deeper engagement, as well as facilitating space for sales and sponsors onsite, to pave the way for continued commercial growth.
Delivering the event:
This was the first time that Brompton has hosted their own space at Kings Cross, having previously being part of the main fan village with a smaller footprint. This meant that TRO were very aligned with the client that the area needed to ‘pack a punch’.
TRO worked closely with the client to determine the necessary practicalities and operational functions of the space, as well as aligning on what they wanted the space to deliver from an experience perspective.
Senior account manager at TRO Sophie Martin-Baeza said: “With some big ideas but a relatively restricted space we collaborated to distinguish the key ‘must have’ elements to the space and began working on what this looked like.”
She adds: “Once we were aligned on this work then began on the creative side of the project to bring the area to life in true Brompton style, using bold and impactful branding ensuring every touch point in the village reflected this from the container wraps to the internal fit outs and merch display as well as the screen back drops and wayfinding.”
The client said: “It’s been an absolute pleasure working with the team at TRO to deliver our biggest and boldest Brompton World Championships to date in London. Managing 500 racers from over 25 countries on foldable bikes was no easy task, but the TRO team took it in stride and made us feel at ease throughout the entire project. Their best-in-class creative solutions, consistent communication, great energy, and leadership on technical requirements were invaluable. TRO played an integral role in the success of the event, and we look forward to continuing our partnership in the future.”
TRO worked closely with Brompton’s event and marketing team through every step of the project ensuring the layout, production, creative and delivery aligned with their goals and ambitions as well as budget. Martin-Baeza says: “We worked collaboratively with their key sponsors to ensure they had everything they required on site and worked their branding and creative into the designs where necessary.”
Technology was a key component to the space, with an LED screen and stage being a centre point for branding and a hub of activity and engagement. The screen and stage area were used to deliver several experiences and touch points, with the screen delivering storytelling through short clips and videos focusing on community engagement, celebrating 50 years of Brompton and the brand heritage, as well as providing key advertisement opportunities for sponsors.
The screen also displayed race results, whilst the stage itself was used to host a myriad of activity to keep attendees engaged throughout the day including interviews, competitions, games, live DJ’s, MC’s and interactive workshops.
The results:
Martin-Baeza said: “The delivery of the 2025 event allowed the client to increase their sponsorship engagement by being able to offer chosen sponsors stand space or screen advertisement, as well as higher attendee engagement by having full control of stage programming.” Sharing across social platforms reach was an all time high, with a 15.79% increase in impressions from 2024.
Brompton also saw more than double the amount of new ‘Meet Up’ community member sign ups in comparison to 2024 as well as 43% repeat attendees, indicating continued growth in brand loyalty and advocacy.
The client said: “In terms of delivery, look and feel and key KPI’s this was the best BWC to date and TRO played a huge part in that. Customers commented on the premium look and feel of the space as well as the ‘energy and ‘feel good’ atmosphere.”
Martin-Baeza explains that if they could have done something differently they would have added a key photo or selfie area. This would have helped to drive socials even further.
She adds: “Although there were some key graphics included on the exterior of the containers, a more defined photo opp may have worked more effectively inside the space itself for more interaction. However, footprint restrictions meant we were incredibly limited on space. Some seating / shaded areas for people to rest and relax, thereby increasing dwell time, will also be an easy win as we aim to grow the experience even further in the future.”