Live events and experiential experts TRO will be working with clients including BMW, MINI and Genesis to create a series of participatory brand experiences at the celebrated automotive event: Goodwood Festival of Speed.
Taking place at Goodwood Estate, West Sussex, from 11-14 July, 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’. GFOS said the theme aims to celebrate the evolution and advancement of the motoring industry.
TRO will be working with its clients to transform iconic areas such as The Orangery, Trackside and Stableyard into innovative experiences, from exclusive product launches and member perks, to live entertainment and special appearances.
Day one of the festival will see the highly anticipated world premiere of the all-new BMW M5, which enters its seventh generation with an electrified drive system for the first time. Other key product reveals throughout GFOS include the launch of the new BMW X3, BMW i5 Flow Nostokana and the BMW Concept Skytop.
For MINI, the agency will deliver ‘MINISCAPE’, a playful and colourful world that brings together the new MINI family for the first time.
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) which is inspired by a distinctly Korean design.
There will be special appearances on stand from the likes of the Duke of Richmond and former Belgian racing driver, Jackie Ickx.
Tara Allen M Grey, director of client services, 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.”
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.”
