Canada - BMW Group Canada Consumer Ride and Drive Events
Além was retained by BMW Canada to plan, manage and execute a consumer drive event across Canada in both 2008 and 2009. The 2009 program included a comparison drive event for the BMW 3 Series and the introduction of the new Z4, with events held in Vancouver, Montreal and Toronto. BMW staff training on the new vehicles took place during the week.
Além was responsible for all contracting with the venues and build-out of the sites, to include hospitality tents and their required infrastructure, and catering. Além managed the overall look and feel of the event, on-site registration of guests and the internal design of the hospitality tent. This included several special elements introduced by Além, including furnishings, Sony Play Stations to entertain guests and CD burning stations.
Além also managed the daily flow of the event, escorting guests between stations. Além was responsible for the program fleet of 20 vehicles, including managing their transportation across Canada, detailing, and scheduling maintenance. Sales increased 11% for the 3 Series in the month immediately following the program despite the economic downturn.