While government restrictions continue to significantly impact the events industry, TRO has shown that live events are still possible with their work on the recent BMW Group UK Showcase event.


Taking place prior to the national lockdown and in line with all government regulations, the media and influencer event – by invite only – welcomed more than 150 guests to Bicester Heritage Centre over 5 days in order to get hands on with the new 4 Series and the wider BMW and MINI range, including the 5 Series LCi, MINI Countryman LCi and MINI Electric.


The activity creatively brought together the BMW and MINI brands in a COVID-safe way through a series of themed spaces including BMW M Town, Electric City and MINI Downtown, which enabled the brands to communicate the product line-up in a distinctive and memorable way. Guests were also able to drive a wide range of cars on road routes as well as track and slalom activities.


With carefully constructed COVID protocols and a pre-defined journey, guests were able to enjoy a welcoming, safe and ultimately highly enjoyable experience, which was reflected in post-event feedback where 98% of guests scored 5/5 for feeling ‘completely safe’ and 95% of guests scored 5/5 for enjoying the event ‘very much’. The event had been designed with both safety and wow factor in mind right from the start, and both were achieved in equal measure.


Client Partner at TRO, Lucy Knill, commented: “It was so exciting to see how pleased all guests were to be able to come to a live event again, and how everyone respected all the COVID protocols that we asked them to follow with not a single word of complaint. This is also true of the large crew and supplier network involved, all of whom were so careful and respectful whilst still delivering an event which would have surpassed expectations even in ‘normal’ times, let alone mid-pandemic.”