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Hole in one as TRO marks 12 years at BMW PGA Championship

Experiential agency brings new elements into design and production of BMW Championship Village for 2016

Pictured: TRO has designed and produced BMW's Championship Village and Owners' Lounge for 2016

Experiential agency TRO is teeing off at the BMW Championship 2016 at Wentworth as it delivers BMW's brand experience at the golf tournament for the 12th time.

The agency has helped BMW to showcase its iPerformance, a plug-in hybrid, and the new BMW X1 for the first time in the BMW Championship Village and BMW Owners’ Lounge. In another first, visitors will also be able to purchase a vehicle via a Shazam app within the interactive showcase area.

TRO project director Tara Allen-Muncey said: “2016 marks the 12th year of TRO designing and producing the BMW Championship Village. We believe we know our visitors really well but we continue to push the boundaries and hope to surprise and delight those we meet over the course of the event. 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, added: “We are particularly excited to be going live at the BMW PGA Championship during our centenary year. From conception through to activation our aim has been to put BMW product at the heart of an engaging brand experience.

"Working with TRO we have created an experience that we are really proud of and that we hope will continue to surpass visitors’ expectations.”

The BMW PGA Championship runs from 24-29 May.

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