The Goodwood Festival of Speed is a celebration of all things automotive and the daring pursuit of speed. Where car enthusiasts from all around the globe congregate to tinker, test, and treasure cutting-edge speed machines alongside beloved classic models. Beyond the cars, the spotlight shines on the stories they tell and the experiences they deliver. This year, Genesis, BMW, and MINI took full advantage of this opportunity, each creating a distinctive presence that honours their storied past while envisioning a promising future. Fasten your seatbelts as IPM takes you grid-side through TRO’s latest brand experiences—from new product launches like the BMW M5 and MINI 5-Door to building a brand through sports and even test-driving a car in Mixed Reality. What are you waiting for? Hit the gas and dive in. Red, amber, green!
The Goodwood Festival of Speed is a celebration of all things automotive and the daring pursuit of speed. Where car enthusiasts from all around the globe congregate to tinker, test, and treasure cutting-edge speed machines alongside beloved classic models. Beyond the cars, the spotlight shines on the stories they tell and the experiences they deliver. This year, Genesis, BMW, and MINI took full advantage of this opportunity, each creating a distinctive presence that honours their storied past while envisioning a promising future. Fasten your seatbelts as IPM takes you grid-side through TRO’s latest brand experiences—from new product launches like the BMW M5 and MINI 5-Door to building a brand through sports and even test-driving a car in Mixed Reality. What are you waiting for? Hit the gas and dive in. Red, amber, green!
A New Dawn Breaks for Genesis at Goodwood
Genesis, a rising star in the automotive world, symbolises a new beginning for cars. Their story begins with a bold statement at the Goodwood Festival of Speed, featuring a breath-taking volcanic structure inspired by minimalist South Korean aesthetics. Sitting down with the Genesis marketing team, IPM’s Harry Kelf discusses the broader marketing strategy with Joerg Poggenpohl, Head of Marketing and PR for Genesis Motor Europe, and the philosophy of son-nim (손님) with Mark Griffiths, Head of Marketing at Genesis Motor UK. Mark elaborates, “Son-nim, in English, means ‘be our valued guest,’ and this is what Genesis excels at – hospitality. We aim to ensure that everyone who drives our cars or experiences our stands feels the warmth and respect that defines our brand”. By hosting these experiences at the heart of Goodwood, car enthusiasts are able to first-hand appreciate this commitment to respect, courtesy, and warmth when being introduced to the Genesis family.
A New Dawn Breaks for Genesis at Goodwood
Genesis, a rising star in the automotive world, symbolises a new beginning for cars. Their story begins with a bold statement at the Goodwood Festival of Speed, featuring a breath-taking volcanic structure inspired by minimalist South Korean aesthetics. Sitting down with the Genesis marketing team, IPM’s Harry Kelf discusses the broader marketing strategy with Joerg Poggenpohl, Head of Marketing and PR for Genesis Motor Europe, and the philosophy of son-nim (손님) with Mark Griffiths, Head of Marketing at Genesis Motor UK. Mark elaborates, “Son-nim, in English, means ‘be our valued guest,’ and this is what Genesis excels at – hospitality. We aim to ensure that everyone who drives our cars or experiences our stands feels the warmth and respect that defines our brand”. By hosting these experiences at the heart of Goodwood, car enthusiasts are able to first-hand appreciate this commitment to respect, courtesy, and warmth when being introduced to the Genesis family.
“Son-nim is about treating our customers as humble guests. Throughout experiencing, driving, and purchasing the product, we treat all our customers like family.”
Mark Griffiths
“Son-nim is about treating our customers as humble guests. Throughout experiencing, driving, and purchasing the product, we treat all our customers like family.”
Mark Griffiths
The Genesis activation, hailed as the most impressive by internal votes from Goodwood, goes beyond aesthetics to feature serene tea ceremonies and an emotional first hill climb for the Genesis Magma GV60. “This is huge for us,” says Joerg Poggenpohl, emphasising the significance of the GV60’s hill climb. “It’s a big moment to see our first Genesis Magma going up the hill here at Goodwood.” The activation embodies themes of new beginnings and creation, vividly brought to life through evolving art installations and bonnet signings by Jackie Ickx and the Duke of Richmond. “We wanted something more interactive that people could see evolve,” notes Poggenpohl. “The feedback has been overwhelmingly positive,” adds Mark Griffiths, “and it’s clear that our presence here at Goodwood has resonated deeply.”
The Genesis activation, hailed as the most impressive by internal votes from Goodwood, goes beyond aesthetics to feature serene tea ceremonies and an emotional first hill climb for the Genesis Magma GV60. “This is huge for us,” says Joerg Poggenpohl, emphasising the significance of the GV60’s hill climb. “It’s a big moment to see our first Genesis Magma going up the hill here at Goodwood.” The activation embodies themes of new beginnings and creation, vividly brought to life through evolving art installations and bonnet signings by Jackie Ickx and the Duke of Richmond. “We wanted something more interactive that people could see evolve,” notes Poggenpohl. “The feedback has been overwhelmingly positive,” adds Mark Griffiths, “and it’s clear that our presence here at Goodwood has resonated deeply.”
BMW Brings the M Brand to Life
IPM then heads over to BMW to meet with Tara Allen M Grey, Client Services Director at TRO, to discuss new product launches and the evolving nature of Goodwood. “Goodwood is the heart of racing,” Tara remarks as waves of car enthusiasts pour around the recently unveiled BMW M5, climbing in and pretending to drive. “Goodwood is a brilliant place to tell stories and allow car enthusiasts to really engage with the brand. It changes every year, keeping it exciting for both manufacturers and attendees.” When asked about the unique approach to BMW compared to other car brands, she highlights the raw performance and community spirit of the M brand. “We saw the M5 coming out of the smoke-filled garages, really capturing the essence of BMW’s no-gimmicks, performance-driven spirit,” Tara describes. This combination of high-energy reveals and grid side roars not only embodies the performance-driven M brand but also ensures that the BMW stand is not just seen but felt by every visitor at Goodwood.
BMW Brings the M Brand to Life
IPM then heads over to BMW to meet with Tara Allen M Grey, Client Services Director at TRO, to discuss new product launches and the evolving nature of Goodwood. “Goodwood is the heart of racing,” Tara remarks as waves of car enthusiasts pour around the recently unveiled BMW M5, climbing in and pretending to drive. “Goodwood is a brilliant place to tell stories and allow car enthusiasts to really engage with the brand. It changes every year, keeping it exciting for both manufacturers and attendees.” When asked about the unique approach to BMW compared to other car brands, she highlights the raw performance and community spirit of the M brand. “We saw the M5 coming out of the smoke-filled garages, really capturing the essence of BMW’s no-gimmicks, performance-driven spirit,” Tara describes. This combination of high-energy reveals and grid side roars not only embodies the performance-driven M brand but also ensures that the BMW stand is not just seen but felt by every visitor at Goodwood.
“Goodwood is a brilliant place to tell stories and allow car enthusiasts to really engage with the brand.”
Tara Allen M Grey
“Goodwood is a brilliant place to tell stories and allow car enthusiasts to really engage with the brand.”
Tara Allen M Grey
MINI Wows with Playful Mixed Reality
The MINI stand bursts with colour and playful architecture, reflecting the brand’s vibrant personality. “We wanted to be bright and bold, to really stand out,” says Blythe Grieve, Account Manager at TRO. Visitors are greeted by Two classic MINI models, Issi and the winning race car from the 1964 Monte Carlo race. Blythe explains, “MINI loves celebrating their British past and heritage.” They balance this rich history with modern advancements, such as digital innovations and electric vehicles. “In the Aceman Space, it’s all about being electric and sleek. In Cooper’s Court, we highlight the classic and new models side by side.” This thoughtful layout helps visitors see the evolution of MINI from a small city car to a versatile, modern vehicle.
“We wanted visitors to see the evolution of MINI from a small city car to a versatile, modern vehicle.”
Blythe Grieve
This vibrant activation features basketball hoops, climbing walls, and a café-style drivers’ lounge, along with tasty treats like ice cream and churro stands. However, the highlight has to be the mixed reality test drive experience. “This is the first time MINI is offering this sort of experience to the public,” Blythe reveals. Visitors get into a real MINI car equipped with a headset that shows landmarks of London and the UK as they drive through a virtual world. “It’s a great way to push people to explore new destinations in new ways,” Blythe says. By blending history with cutting-edge technology, MINI not only captures attention but also redefines the visitor experience at Goodwood, setting a new standard for brand activations.
MINI Wows with Playful Mixed Reality
The MINI stand bursts with colour and playful architecture, reflecting the brand’s vibrant personality. “We wanted to be bright and bold, to really stand out,” says Blythe Grieve, Account Manager at TRO. Visitors are greeted by Two classic MINI models, Issi and the winning race car from the 1964 Monte Carlo race. Blythe explains, “MINI loves celebrating their British past and heritage.” They balance this rich history with modern advancements, such as digital innovations and electric vehicles. “In the Aceman Space, it’s all about being electric and sleek. In Cooper’s Court, we highlight the classic and new models side by side.” This thoughtful layout helps visitors see the evolution of MINI from a small city car to a versatile, modern vehicle.
“We wanted visitors to see the evolution of MINI from a small city car to a versatile, modern vehicle.”
Blythe Grieve
This vibrant activation features basketball hoops, climbing walls, and a café-style drivers’ lounge, along with tasty treats like ice cream and churro stands. However, the highlight has to be the mixed reality test drive experience. “This is the first time MINI is offering this sort of experience to the public,” Blythe reveals. Visitors get into a real MINI car equipped with a headset that shows landmarks of London and the UK as they drive through a virtual world. “It’s a great way to push people to explore new destinations in new ways,” Blythe says. By blending history with cutting-edge technology, MINI not only captures attention but also redefines the visitor experience at Goodwood, setting a new standard for brand activations.
TRO Sets the Pace for Brand Experience
At Goodwood, Genesis, BMW, and MINI showcase that automotive events are not just about cars but the stories they tell. The Genesis booth, with its volcanic architecture and deep appreciation for son-nim, embraces elegance to inspire new beginnings in automotive. BMW’s high-energy reveals and grid-side views embody the raw performance and community spirit of the M brand. Meanwhile, MINI’s colourful universe, complete with a mixed reality test drive, highlights their ability to blend history with innovation. Thanks to TRO, each brand came to life in a unique and memorable way, making Goodwood 2024 a celebration of automotive diversity. We congratulate all of the brands involved for their bold strides in brand experience and recognise our interviewees for their invaluable insights and contributions.
TRO Sets the Pace for Brand Experience
At Goodwood, Genesis, BMW, and MINI showcase that automotive events are not just about cars but the stories they tell. The Genesis booth, with its volcanic architecture and deep appreciation for son-nim, embraces elegance to inspire new beginnings in automotive. BMW’s high-energy reveals and grid-side views embody the raw performance and community spirit of the M brand. Meanwhile, MINI’s colourful universe, complete with a mixed reality test drive, highlights their ability to blend history with innovation. Thanks to TRO, each brand came to life in a unique and memorable way, making Goodwood 2024 a celebration of automotive diversity. We congratulate all of the brands involved for their bold strides in brand experience and recognise our interviewees for their invaluable insights and contributions.
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