Driving Luxury
The opportunity with this program lay in creating an experience that surpassed the expectations of an audience already accustomed to luxury. The goal was to wow guests with an immersive and personal experience with the BMW brand that not only met their discerning standards but exceeded them—on and off the track. The result included exclusive venue takeovers, a Michelin-star celebrity chef integration, personalized touches throughout the entire guest journey and brand immersion thoughtfully woven into each of the various hosting areas.
Background
In 2023, BMW Canada took guests on a scenic journey to showcase their GKL vehicle lineup while highlighting the BMW Motorsports series for a special day on the track. 7 Communications undertook the challenge of creating a premium, ultra-exclusive program to target new prospects and explore two distinct Canadian regions – The Laurentians in Mont-Tremblant, QC, and The Okanagan Regions in British Columbia. Branded “A to ///M” and “Power of ///M”, these programs aimed to captivate guests by offering a unique and curated exploration of each region.
Challenge
The challenge lay in creating an experience that surpassed the expectations of an audience already accustomed to luxury. The goal was to wow A to ///M and Power of ///M guests with an immersive and personal experience with the BMW brand that not only met their discerning standards but exceeded them—on and off the track.
Challenge
The challenge lay in creating an experience that surpassed the expectations of an audience already accustomed to luxury. The goal was to wow A to ///M and Power of ///M guests with an immersive and personal experience with the BMW brand that not only met their discerning standards but exceeded them—on and off the track.
Solution
The journey began with meticulous research and site visits to select accommodations, dining venues, and scenic experiences that would deliver the results and level of service required. This process was not only about selecting premium locations, but also involved a deep integration of the BMW brand at every touchpoint.
The A to ///M programming included VIP welcome check-ins at luxury accommodations, a scenic drive with curated stops along the way, an exhilarating track experience, and thoughtful gifting. To further elevate the experience, display vehicles were strategically placed at guest accommodations, the track, and premium dining venues. Additionally, exclusive venue takeovers and a celebrity chef integration ensured an intimate and exciting experience, enhancing the overall immersion into the world of BMW luxury.
Furthermore, recognizing the need for a personalized touch, the team dedicated efforts to creating personalized creative assets, including individual itineraries, welcome and thank-you cards, and in-car itineraries.
The Power of ///M program focused on the thrill of the track at Area 27 Motorsports Park and Le Circuit Mont-Tremblant. BMW Canada welcomed an additional four groups of guests in Mont-Tremblant, and six groups in the Okanagan, while featuring the BMW Motorsport lineup. This experience provided guests with the opportunity to try out various driving activities, including autocross, lead and follow, drifting, and a street drive with a straight acceleration component. At each track, the BMW brand presence was thoughtfully weaved through the hosting areas at the track to leave guests with a lasting brand impression.
Results
The results of the “A to ///M” program were nothing short of spectacular.
The success of the program was attributed to a comprehensive approach that meticulously considered all aspects of the guest experience, from arrival at the hotel to the finale dinner on the last evening.
The execution involved collaboration with over 20 vendors and suppliers in each market, necessitating a high level of coordination between teams to ensure seamless integration and delivery of the envisioned BMW experience. Verbatim feedback from attendees echoed the sentiment of an extraordinary program, acknowledging not only the luxurious elements but also commending the meticulous attention to detail at every stage. The program not only met but exceeded the expectations of both audiences in British Columbia and Quebec, leaving guests with a heightened appreciation of the BMW brand.
Additionally, the Power of ///M programming proved to be a success. Led by an experienced group of BMW drive team specialists, this segment of the program truly wowed guests with their expertise and passion for performance driving. The various activities provided an exhilarating experience for all participants, and the positive feedback indicated that everyone left thrilled with their experience.
