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!
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.
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.
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.”
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.
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