BMW Golf Cup International

BMW AG

Task

Based on the new „JOY LOVES TO DRIVE“ campaign a five day tournament was created from Siegelwerk - a diverse branding experience and a comprehensive presentation-design.

Target group

110 international finalists with partners from 34 nations.

Realisation

The BMW Branding Experience teed-off to the first evening at the driving range on the premises of the exclusive Fancourt Golf Resorts in Georges, South Africa. Especially for this occasion, the Fancourt was transformed. At the „Starlight Dinner“, the guests were led through the latest range of the BMW series and experienced a one-of-its-kind production of product display. As a central meeting point for guests and officials, Siegelwerk created the „BMW Mobility Lounge“. This communication platform made it possible for the 220 guests, alongside the turnover of daily events and tournament programme, to be informed about the brand and its products.  By participating the „Driving Excursions“, the guests could test the products themselves. The next four tournament days ended with a different programme: A Safari Night, an exclusive culinary experience with the hotels executive chef and a Shebeen Party which took place at the Green Keeper Shed at the Golf Resort. The highlight of the week was the Award Gala where prizes were handed out from golf legend, Gary Player.