Client: BMW Group Italia - Brand MINI
Location: Milan-Amsterdam
Type of project: Organizing Office and Press Office - Production - Automotive
In the run-up to the annual MINI UNITED rally, which BMW Group Italia - Brand MINI had organized in Amsterdam for 2007, MINI Italia's Press Office commissioned the MAC Group to take care of the transfer of two groups of journalists from Milan to Amsterdam. This was transformed into an event in its own right, with its own place in the program promoting the new Mini.
The MAC Group conceived of the transfer as a road trip in MINIS provided by MINI Italia to take lifestyle journalists (Rolling Stone, GQ, Style, RMC, Nonsolomoda and Quattroruote) on the outbound leg to Amsterdam, and mainstream media motoring journalists (Repubblica, Corriere della Sera, Il Giornale, Il Messaggero, AGM, Radio RAI, Tg 1 Turbo, Motorbox and Il Tempo) on the return leg to Milan.
The aim of the event was to transform a logistical necessity into an opportunity to provide the journalists with first-hand involvement in the world of the Mini, enabling them to try one for themselves during a special holiday "on the road". The MAC Group also took care of the journalists' board and lodging in the Dutch capital, finding suitable locations for every occasion and organizing their lunches and dinners.
Creating value through enthusiastic direct involvement once again proved its transformative power in this highly successful project.
