Goodwood Festival of Speed 2022

Client: BMW UK

Goodwood Festival of Speed 2022 saw BMW celebrate 50 years of its legendary Motorsport division BMW M by taking on the honoured marque for the festival. In such a monumental year for the brand, TRO were tasked with ensuring that BMW were the most talked-about brand at the festival, with the added challenge of creating two engaging environments that strengthened desirability for the brand, during a time when event production costs were soaring.

The 50 years of BMW M celebration experiences encompassed two separate open-air sites – BMW M at Trackside and BMW i at Stable Yard - which combined, welcomed over 116,000 attendees across the four-day event. Both locations housed a breadth of thrilling and entertaining moments such as the unveiling of the first ever BMW M3 Competition Touring which was also a world premiere streamed worldwide, the UK’s first look at the XM and i-Vision concept vehicles, and crowd-drawing beatbox performances. Not only did TRO smash all of the KPI’s set for them, including increasing sales leads by 16% and contacts by 49% on 2021, showcasing an increase in desirability for the brand, but they also helped contribute to social impressions reaching over a staggering 10 million. In addition to this, 80% of total visitors shared their experience on the stand on social media and BMW topped all other car brands for SOV online and for gross reach of media – achieving our collective objective of ensuring BMW were the most talked-about brand at the festival.