Client: BMW Group Italia - Brand BMW e Rolls Royce
Location: Touring Event - 1600 km route
Type of Project: Partnership and Co-Marketing - Automotive - Production
The English organizers of the event The Jewel That Is Europe approached the MAC Group to act as intermediary to find an appropriate car and motorcycle manufacturer to support the large travelling event with its vehicles and image. The search took us to contact BMW Group Italy, since the company met the organizer's requirements perfectly in terms of renown, exclusivity and the completeness of its car and motorcycle range.
The MAC Group's staff then carried out all the organizational work using one BMW 1 Series car, one Rolls Royce Phantom, and three BMW 3 Series cars, as well as a BMW R 1200 GS Adventure bike for all vehicle escort and management duties. We also provided technical and logistical support for the participants, carried out the time checks along the route and transported the event set.
The BMW vehicles, emblazoned with appropriate stickers showing the official event image, were also displayed at the prestigious five-star hotels involved in the event, the Avignon Grand Hotel in Avignon, the Royal Hotel in Sanremo, the Excelsior Palace Hotel in Rapallo, the Brufani Palace Hotel in Perugia, the Grand Hotel Palazzo della Fonte in Fiuggi and the Palazzo Ducale in Monforte. In addition, there were organized stops at prestigious locations renowned for their special atmosphere, such as the Reggia Royal Palace in Caserta and UNA Poggia dei Medici Golf Resort.
The public success of the event was ensured by the outstanding combination of The Jewel That Is Europe concept and the MAC Group's contacts, which secured a significant co-marketing success.
