BMW and MINI appoint TRO for Goodwood Festival activations

Experiential agency TRO has been appointed by automotive brands BMW and Mini to deliver activations at Goodwood Festival of Speed for the next two years.

TRO appointed by BMW and Mini to activate at Goodwood Festival
TRO appointed by BMW and Mini to activate at Goodwood Festival

TRO won the business following a competitive pitch to design and deliver experiential activations at the automotive festival, which welcomes over 200,000 visitors over a three day period.

Georgina Emery, events manager at BMW Group said: "TRO demonstrated a deep understanding of both the BMW brand and invaluable key insights on Goodwood Festival of Speed. We were impressed with the tenacious approach that TRO took with their creative direction, truly putting ‘experience’ at the heart of all our concepts. The agency is energised and passionate about the BMW and Mini brands and we look forward to partnering with them to achieve real stand out for both marques."

Tara Allen-Muncey, account director at TRO commented "We are delighted to be working with BMW Group again for Goodwood Festival of Speed, and we’re excited to create engaging and memorable experiences to celebrate the BMW and Mini brands powerfully, appropriately and effectively. We’re embracing the opportunity to produce rich content and incorporate innovative creative technology solutions to capture the hearts and minds of the consumers."

In October, TRO launched a specialist creative tech division, TROi, which is dedicated to discovery, development and implementation of innovative creative technology solutions. In September, BMW and TRO worked together to unveil a time capsule at Goodwood Revival

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