TRO at Goodwood Festival of Speed

TRO to deliver BMW, Mini and Genesis experiences at Goodwood Festival of Speed

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Live events and experiential expert TRO will be working with BMW, MINI and Genesis to create a series of participatory brand experiences at Goodwood Festival of Speed this week (July 11-14).

Goodwood Festival of Speed (GFOS) is the largest celebration of motorsport and car culture, bringing together hundreds of thousands of motorsport enthusiasts every year. The theme for 2024 is “Horseless to Hybrid – Revolutions in Power”, which aims to celebrate the evolution and advancement of the motoring industry.

Reflecting this theme, TRO will work with its clients to transform areas such as The Orangery, Trackside and Stableyard into exciting experiences, from exclusive product launches and member perks, to live entertainment and special appearances.

At Trackside, BMW will be celebrating the duality of M, highlighting both race performance as well as street style and adventure by drawing on the energy of M car meets. Day one of the festival will see the world premiere of the all-new BMW M5, which enters its seventh generation with an electrified drive system for the first time.

For MINI, the agency will deliver “MINISCAPE”, a playful and colourful world that brings together the new MINI family for the first time. The brand world will highlight MINI’s heritage, while telling the story of an optimistic future.

Genesis’ presence will focus on the showcase of its new Magma range (G80 Magma Special, GV60 Magma Concept, GV80 Coupe Concept and X Gran Berlinetta Concept).

Joerg Poggenpohl, head of marketing and PR, Genesis Motor Europe, said: “We’re pleased to be partnering with TRO for our elevated presence at Goodwood this year. Genesis draws on rich Korean heritage and a warm sense of hospitality, and TRO has transformed The Orangery, a cherished and private space at Goodwood, into an exclusive and luxurious hospitality experience. TRO’s attention to detail and creativity have brought our vision to life, and we are excited to share the end result with Genesis fans.”

Tara Allen M Grey, director of client services at TRO, said: “Our longstanding relationships with automotive clients have given us deep and unrivalled insights into the industry. As products and technologies evolve rapidly, competition intensifies.

“We’re so pleased to be working with brands who truly understand the value of experiences. When invested in, they are most effective tool to help cut through an increasingly crowded market and create authentic, emotional connections with auto fans.

“Goodwood Festival of Speed is undoubtedly the pinnacle event for the automotive industry and community as a whole, and we can’t wait for visitors to experience what promise to be some of our most innovative and interactive experiences yet.”