In celebration of BMW’s longstanding partnership with the
Professional Golfers Association (PGA), a festival of golf will be held at the Wentworth Club in Windsor between 19-22 September.
Experiential marketing agency TRO will get the festival on
course with the activation of The Championship Village - a celebratory space
where fans of all ages can join the festivities, with various touchpoints
including The Fore-Front space for live talks, Putt View X – an augmented reality
putting experience showcasing the latest in golfing technology, and the
AirConsole gaming platform allowing customers to experience selected BMW
vehicles.
Elsewhere, attendees can enjoy a charity Pro-Am (professionals
and amateurs) event and a four-day golf tournament, featuring a host of
European star golfers.
Golf fans will also encounter multiple BMW installations
whilst en-route to the course, allowing them to interact with the brand’s
latest models, in addition to the elegant BMW Concept Skytop.
New for this year, The BMW Challenge Area will offer fans
the chance to participate in unique golf-themed challenges like blind putt, up
and over and ballpark. The festival will also see the much-anticipated return
of The Owners Terrace, elevating the overall golf fan experience. Commenting on
the event, Rob O’Siochain, head of growth at TRO, said: "We are incredibly
fortunate to have played a role in BMW’s continued partnership with the DP
World Tour. Supporting the BMW PGA Championship for the past 20 years has been
a great honour for the TRO team and is a testament to our strong, ongoing
partnership with BMW.
“This year’s activation is particularly exciting. We can’t
wait to unveil the innovative and hands-on experiences for golf fans – ones
which offer them new and interesting ways to participate in the game they
love.”
