The International Festivals and Events Association (IFEA)/ Haas and Wilkerson Pinnacle Awards were given away during IFEA’s 57th Annual Convention and Expo ceremony, held in Denver, USA on September 21-23, 2012.
Showtime Events from India bagged a Gold in the Best New Event category for the BMW Xperience event. The agency is the sole winner from India.
Produced by Showtime Events India, the BMW Xperience involved two broad aspects. One was to create a 10-obstacle track for the test drive that showcased each of the xDrive features and off-road capabilities. The other was the launch event, which took place in a hangar that was specially created within the excavated site.
This event was not linked to spot sales or order-booking. The overall budget for organising the BMW Xperience event was in the region of $840,765. The BMW Xperience launch event kicked off on October 16, 2011 and the experience was recreated for media and future prospects over the next eight days.
Awards were handed out in 69 different categories in total, including the Grand Pinnacle. The winning entries came from organisations as diverse as the National Cherry Blossom Festival, Washington, DC; Houston Livestock Show and Rodeo, Houston, TX; Norfolk Festevents, Norfolk, VA; 500 Festival, Indianapolis, IN; Dublin Irish Festival, Dublin, OH; Cherry Creek Arts Festival, Denver, CO and the Pasadena Tournament of Roses, Pasadena, CA.