BMW Retailer Convention

BMW Retailer Convention

The Objective 

After a competitive pitch process, we were appointed to create and manage the BMW Group UK and Ireland Retailer Convention 2023, which would take place as part of a six-day, five-night trip to Cape Town. BMW’s key objectives were to deliver strategic messaging about the next three years in the business, motivate the Retailer Network, foster positive relationships between the Retailer network and Senior Management, and create unforgettable experiences and ‘wow’ moments.

The Response

We discussed the client’s key objectives, carried out a robust site inspection with them, and conceptualised a program that was both strategic and creative in its approach to achieving their goals. This was set to be the first UK organised international event in several years, and experiential marketing is an integral part of BMW Group UK’s brand strategy, so the event and itinerary were both highly immersive and impactful.

With 392 Investors and Owners, as well as Heads of Business, (plus everyone’s partners), travelling to Cape Town in the off-peak season, we ran a dual program for the two groups with staggered arrival and departures but with 3 core overlap days. To facilitate this number of people we coordinated 392 international flights plus 197 connecting flight and a total of 6 nights of accommodations at two of the city’s top hotels – One&Only Cape Town and Belmond Mount Nelson.

The Delivery

Our itinerary struck the perfect balance of business, partner programs, and unforgettable experiences. The convention was held at Maker’s Landing, a reimagined ferry terminal that’s now an incubator for local food entrepreneurs. This stand-out venue allowed for a large stage set up for 200 people, plus space to showcase two of the BMW Group’s vehicles. The seven members of the management committee were joined on stage by BBC broadcaster Babita Sharma and guest speaker David Fishwick. From a motivational talk by Nelson Mandela’s private secretary to drinks atop Table Mountain and a music festival at a privatised vineyard, we spoiled guests with experiences that money can’t buy.

We had 11 søsters on the ground overseeing every detail and working closely with partners to meet objectives with agility. A strategic comms plan built excitement with teaser emails, videos, and gift packs, while a microsite and onsite app provided all necessary information. Post-event materials maximized ROI and tied seamlessly into the brand identity we had crafted for the entire convention.

The Lasting Impression 

The convention showcased our expertise in exceptional events that seamlessly blend delivering key business aims with luxury and unique cultural experiences. The program successfully excited and energised retailers for the future of the business, with important talks that left a lasting impact. The post event was extremely positive from the network and BMW staff alike. Post event, an online photo gallery and a film created by our on-site videographer allowed guests to relive the whole experience.

What The Client Said:

“A huge thank you to the whole team for an event to never forget. There was so much hard work, care and passion from everyone involved. The verbatim from our Retailers has been beyond our wildest dreams. I’m looking forward to a full review with the søster team, and a well-earned drink together!”

– James Morrison, Head of Experiential & Partnerships, BMW UK