Mini Builds a Theme Park to Celebrate its Birthday - Event Marketer

Mini Builds a Theme Park to Celebrate its Birthday

DB_Gold_Mini_2010 Ex
Brand: MINI
Agency: GEORGE P. JOHNSON
Awards: EX AWARDS — BEST EVENT/ENVIRONMENT (CONSUMER)
Year: 2010

For the Mini United event that was established to reach out to the brand’s loyal fans, Mini knew it had to go the extra mile for its 50th year. The goals were to take attendance from 8,000 to 20,000 and, most importantly, to celebrate the 50th birthday of the brand. The Silverstone Circuit in London was chosen as the best possible location to offer the nostalgic appeal and logistical requirements while being a location that would ensure the attendance of Mini aficionados and press. On-site, the brand set up exhibition areas with more than 100 Mini show cars and a theme park with four festival thematic lines: Mini 50 Years, Mini Racing, Mini Maniac and Mini Adventures. At the conjunction of the four festival lines, the Mini Grand Central area acted as the heart of the event.

Special events included a birthday concert with an all-star line-up and celebrity interviews. Throughout the festival area, visitors experienced the lifestyle and history of Mini. The invited aficionados had the opportunity to take their own Minis on the track, attend driver trainings and watch the professional races, and in the end, 2,700 of them did.

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