BMW Group Bags Two Middle East Event Awards

Chicago, IL (PressExposure) June 10, 2012 -- BMW Group Middle East, together with its PR and events agencies DABO & CO and Salt & Pepper, took home two coveted event industry honours at the recent 2012 Middle East Events Awards: Best Event on a Budget for its 'Stay Alert. Stay Alive' university road safety roadshow and Best Corporate Product Launch for the 2011 MINI Festival entitled Drive Out Loud.

With votes cast by internationally and regionally renowned judges from a variety of industry sectors and disciplines, the annual Middle East News Event Awards celebrate the achievements of the region's event industry and recognise some of the sector's key events.

The BMW Group Middle East team was praised for combining creativity with commercial acumen, winning the title of Best Event on a Budget award for its 2011 'Stay Alert. Stay Alive.' road safety campaign. Launched for the first time in Jordan last winter, the regional campaign encouraged safe driving with particular focus on the importance of all passengers wearing seatbelts. BMW Group was recognised specifically for a series of events aimed at encouraging university students to buckle up.

Leanne Blanckenberg, Corporate Communications Manager for BMW Group Middle East industry news said: "Winning this award is a great achievement for the team and is the culmination of lots of hard work and determination to raise awareness of the importance of buckling up. It goes to show that one doesn't need a big budget to make a big impact."

Meanwhile, MINI, the small car with a big personality, scooped the award for Best Corporate Product Launch for hosting the region's biggest ever MINI event - Drive Out Loud.

In October 2011, MINI owners and fans from across the region embarked on a 'MINI' road-trip, which saw them, arrive in Abu Dhabi for an exclusive gathering to welcome the MINI community from across the Middle East online advertising introducing them to the new MINI Coupe - the brand's sportiest and first two-seater.

The next day, a jam-packed, fun-filled programme started with more than 100 MINIs driving - the largest ever MINI convoy in the Middle East Media - from Abu Dhabi to the Dubai Autodrome. The general public then joined MINI owners at the Dubai Autodrome where they took part in a variety of activities including: full day of track drives in the new MINI Coupe and other MINI cars; stunt shows by Russ Swift, one of the world's greatest stunt drivers; taxi drives in the MINI Challenge racing cars; driver trainings; classic and new beauty car parades; accessory and tuning exhibits as well as urban art.

As the day's festivities wound down, the iconic brand wowed crowds with an evening of live entertainment featuring the very best homegrown Middle East music talent, including performances from 2010 latest news in advertising Middle East Music Award winner DJ Shadia from Jordan, Colombian singer/songwriter Fatiniza, Indie Rockers Beat Antenna and Dubai's biggest music export Hamden Al-Abri for a powerful blend of Soul, Jazz and R&B.

Sarah Klippert, MINI Manager in the experiential marketing news Middle East said: "The MINI Festival was a great success with more than a thousand MINI aficionados and over 200 individualized MINIs converging to celebrate the brand. MINI is all about individuality, fun and a creative spirit and the Drive Out Loud MINI Festival more than fulfilled that brief. A big thank you to the judges for recognizing all of our hard work."

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Press Release Submitted On: June 10, 2012 at 7:30 am
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