BMW GROUP: NEW YEAR AT THE BOLSHOY THEATRE

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CLIENT: BMW GROUP
PROJECT: BMW GROUP: NEW YEAR AT THE BOLSHOY THEATRE

BMW Group Russia has been the partner of the Bolshoy theatre since 2004. The company supports all the premieres, including the major opera masterpieces. AXIS regularly organizes events for BMW Group Russia.

Annually, the Bolshoy theatre presents New Year gala events with sponsors presenting their programs. The event by BMW Group Russia gathered the elite politicians and businessmen, stars of opera and ballet, artists and painters. «Nutcracker» was the high spot of the program.

TARGET
• Organization and realization of brand activities at the event.
• Organization of welcome area and kids zone.
• Development and installation of branded constructions.

SOLUTION
Welcome. In the reception area hostess navigated guests around the building and offered test drive forms.

Kids area. Animators trained kids to drive small BMW cars right at the Bolshoy theatre. Little drivers got licenses: there were a photographer and a mobile photo studio printing docs on plastic cards.

2 podiums for BMW cards were produced and installed at the theatre entrance.

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