Experiential marketing agency TRO will once again deliver the activation at this year’s BMW PGA Championship for its longstanding client BMW.
Taking place from 19-22 September at the iconic Wentworth Club, the BMW PGA Championship stands as one of the UK’s premier golf festivals. The event will include a charity Pro-Am and a 4-day golf tournament, featuring a host of European star golfers.
This year’s event celebrates 20 years of BMW’s partnership with the PGA Championship. To mark this milestone, The Championship Village will become a celebratory space where fans of all ages can join the festivities, with various touchpoints including: The Fore-Front – a programme of live talks covering both the legacy and future of both golf and mobility; Putt View X – an interactive, AR putting experience showcasing the latest in golfing technology and the AirConsole gaming platform allowing customers a unique experience within selected BMW vehicles.
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, 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.”
