BMW Coastal Klasse
The Ask
Create a national event in Canada, engaging qualified guests through a strategic partner and targeting key markets (Ontario, Vancouver, Quebec). Deliver an exclusive two-day luxury experience with elevated culinary offerings, seamlessly showcasing the BMW Grand Klasse Luxury (GKL) fleet, and leaving a lasting, impactful impression.
The Approach
Introducing BMW Coastal Klasse—a two-day experience at the world-renowned Cabot Cape Breton, where the epitome of luxury meets the breathtaking beauty of Cape Breton's coastline. In partnership with AMEX, we curated a highly targeted guest list featuring their Centurion members, who share an interest in golf, fine dining, and luxury automotive.
Fifteen qualified households were invited to immerse themselves in BMW’s Coastal Klasse, a journey that included two fine-dining events and a driving adventure along the iconic Cabot Trail, with four memorable activations. From a BMW Café overlooking the Atlantic Ocean to fresh East Coast oysters shucked on a beach in a charming fishing town, and lunch at Cape Breton’s renowned Keltic Lodge, every stop was crafted to deliver a truly luxurious East Coast experience. Guests swapped vehicles at each destination, enjoying the full range of BMW’s Grand Klasse Luxury fleet and experiencing the sophistication and performance BMW is known for.
The POMP
To ensure lasting engagement with our qualified Coastal Klasse guests beyond the event, we set a goal to capture 80% of their contact information with their consent for continued communication from BMW Canada. We surpassed this target, capturing 100% of our guests' details, thanks to the exceptional experience we provided. Every guest left excited to hear from BMW Canada and eager to learn about future events.
