BMW to activate at PGA Championship

TRO is to activate BMW's sponsorship of the PGA Championship 2016, with a 'Championship Village' at Wentworth Club in Surrey.

It is the 12th year that TRO has created the Championship Village for BMW
It is the 12th year that TRO has created the Championship Village for BMW

The tournament, which takes place from 24-29 May, will see the agency work with the automotive brand for the 12th year running at the golfing event.

Tara Allen-Muncey, project director at TRO, said: "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, BMW Group UK, added: "From conception through to activation our aim has been to put BMW products 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."

Visitors will also be able to instantly purchase a vehicle via the Shazam app, from within the Championship Village and BMW Owners’ Lounge, while the brand’s new plug-in hybrid - the iPerformance - and the BMW X1 will be on display for the new time.

TRO recently revealed plans for a specialist retail division.

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