In pictures: TRO activates BMW sponsorship of PGA Championships

TRO produced BMW's Championship Village activation for the 12th year running, as part of the automotive brand's sponsorship of the PGA Championships last week (24-29 May).

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The space featured a number of different areas and activities for visitors to get involved in, including a climbing wall and remote controlled car circuit, in addition to the cars on display.

Its ‘BMW Fairway’ area also housed activities for golf fans, with a golf swing simulator experience, which could be followed up with a five-minute coaching session from a golfing pro, as well as opportunities for selfies in front of a customisable scoreboard.

The Championship Village took eight weeks to build, with the different zones designed with particular market segments in mind, and there is lots of diversity in terms of the activities, explained Tara Allen-Muncey, project director, TRO.

Yvonne Holden, general manager, events, BMW Group UK said that while people attend the event for a sporting reason, the Village adds to the value of the experience.  

"The brief was to put our product to people that are not necessarily car buffs," explained Holden. "People will be here for a considerable number of hours and they need something else to do. There is something here for everyone."

Holden added: "One of the things we learned from activating at Goodwood, was that many competitors went with a monochrome colour scheme. We went with colour , which worked really well for us, so we have taken that learning and brought it here."

She said that as school inset days are increasingly being tagged onto bank holidays, they are seeing an increasing number of families attending these events.

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