TRO sets sail with BMW at the 35th America’s Cup
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TRO is preparing to activate BMW’s brand sponsorship of the America’s Cup World Series in Portsmouth this weekend.
BMW recently announced its Global Automotive Partnership with the America’s Cup Event Authority (ACEA), organiser of the event. The America’s Cup is the oldest trophy in international sport and it is also seen as the most challenging competitive sailing event – combining the best athletes with the best technology – making this an ideal showcase for BMW’s pioneering spirit, innovation and engineering excellence.
TRO has designed a number of BMW brand experiences at the prestigious waterfront event. Their primary activation is the family-friendly ‘BMW Yacht Club’ where the general public can relax in an open, welcoming deck-like environment. Visitors will have the chance to absorb the atmosphere, learn more about the BMW product range and brand, and get involved in some sailing-inspired challenges.
On board the BMW Yacht Club, ‘The Challenge Deck’ will offer visitors the opportunity to try their hand at ‘Run the Rig’ with an overall prize of a BMW Track Day up for grabs for the person who pulls in the most rigging over the 4 days of the event. Across the way from the Challenge Deck there is a ‘Kids’ Deck’ where children can make boat origami and set their creations sailing in a bespoke water tank.
BMW Owners will benefit from access to the exclusive Clubhouse with its exterior terrace facing out onto the Waterfront. Here guests will be able to relax and take in the impressive views of all the racing action on the water.
Within the event’s Fanzone, BMW will be showcasing the much-admired BMW i8 supercar. Visitors will be able to have a souvenir photo taken with the car with all the racing action on the water in the background.
Sian Bates, client services director, TRO said “We are all set for a fantastic few days in Portsmouth with BMW. The America’s Cup is a great family day out and we’ve designed a number of fun activities to ensure everyone has a great experience of BMW and the event. We look forward to welcoming guests along to simply relax in the beautifully designed space or to get involved in one or more of the challenges.”
