TRO welcomed visitors to the ‘BMW Championship Village’ at Wentworth Club last week as part of the BMW PGA Championship. The event took place from 25 May – 28 May 2017 and saw TRO activating BMW’s brand experience at the golf tournament for the 13th year running.
TRO created an immersive BMW brand experience which combined a product showcase with a luxury bar, garden, BMW Owners’ Lounge and activities area. The agency integrated BMW products into the overall village experience, allowing the audience to engage with the brand at its own pace.
As well as all the products on display, visitors had access to interactive displays and experiences, allowing them to explore the brand based on their interests. Activities for visitors included an al fresco games area, virtual reality experiences, golf pods and Twitter competitions.
TRO’s account director Tara Allen-Muncey said: “It is really exciting to see the vision we have been working on come alive. Our aim is to evolve the BMW Championship Village year-on-year, ensuring we continue to push production boundaries and surpass visitor expectations.”
BMW’s event manager Rachael Carless adds: “As a brand, we work to set the bar ever higher with the experience that we create at the BMW PGA Championship. It is important for us to be relevant to the golf-loving audience, to ensure we create activity that resonates and is memorable. This year we are particularly proud of the immersive experience we’re providing for visitors. Each car showcase offers a unique experience, tailored for different audiences.”