In pictures: TRO tasked to activate BMW product launch

Experiential agency TRO has been appointed to deliver a series of activations during August for BMW ahead of the launch of the automotive brand's new 2 Series Active Tourer vehicle.


The experiential campaign has already visited events Camp Bestival (31 July-3 August) and Bounce Festival (16-17 August), as well as English Heritage sites Bolsover Castle (2-3 August), Kenilworth Castle (9-10 August) and Audley End House (16-17 August)

It will include activating BMW’s partnerships with English Heritage, as well as a nationwide awareness and test drive activity.

BMW will be attending a number of family-friendly festivals and English Heritage venues during this month, as well as offering visitors the opportunity to win a test drive with a difference, being dubbed ‘the Perfect Summer’s Day Out’.

The activity kicked off at Camp Bestival in Dorset where BMW was the official car partner for the festival.  It included a picnic area for attendees to relax in, and families were invited to test their 3D jigsaw skills to earn a free ice cream as well as enter the competition to win a Perfect Summer’s Day Out.

Sian Bates, client services director, TRO, said: "We’re delighted to have been selected to support BMW with the launch of their new BMW 2 Series Active Tourer, an exciting new adventurous outdoor car.

"The team are enjoying being out and about all over the country delivering fun, interactive family friendly activities at festivals this summer."

The BMW activation is due to visit Dover Castle on 30 and 31 August, and a test drive activation will take place at Longleat Safari Park early next month.

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