Client: BMW Group Italia - Brand MINI
Location: Franciacorta
Type of Project: Management of Clubs and Communities - Production - Automotive
The brief that BMW Group Italy gave the MAC Group was to organize and manage a MINI meet-event for 200 cars and 400 participants in an original new location with links to the design world in line with the MINI brand image. The aim was to create an event that could act as a bonding occasion for MINI customers and secure enhanced brand loyalty within the framework of the projects managed by the Club.
The focal point location chosen for the meet, in line with the MINI target group, was the Cantina Bersi Serlini winery in Franciacorta, with its large outside courtyard and spacious rooms, extending over several levels. The MAC Group also put together a route approximately 100 km long for the event and produced the related road book. We chose the Rocca di Lonato castle as the most suitable place for the participants' lunch, and enlivened the day with games along the route.
The evening's entertainment took place at the Cantina Bersi Serlini with a gala dinner, a prize-giving for the games held during the day and a live music show with a band and DJ who played late into the night. In addition to organizing the entertainment, the MAC Group also took care of the sound, video and lighting systems, the coordination of suppliers and all necessary relations - including those with the public authorities - for the entire event.
A high point for all participants was the surprise reveal of the new MINI restyling in the atmospheric surroundings of the winery's cellars.
