BMW Group

50th Birthday Celebration


To supply a team of 184 local staff including 2 Event Managers and 4 Activity Managers across a 3 day birthday celebration event held at mini Race circuit. Open to 40,000 international MINI owners, fans, VIP’s and employees where activities

included MINI racing, track and taxi drives, human car wash and a designated zone for children. Each evening the event closed with an evenings entertainment including Calvin Harris and Paul Weller.


Since 2004 Aesthetics have acted as a supplier to the BMW Group providing Support Staff for numerous product launches, road show's and event days. Therefore it was only fit that the agency were chosen to assist with their biggest UK event to date. Castings were arranged at the Coventry office over two days, where the agency and client selected 184 staff with experience in the Motor trade and event industry. All staff attended a two day briefing where they were allocated suitable roles. Aesthetics assisted with the distribution of uniform and Created a specific set of MINI grooming guidelines.

Other duties included airport and hotel meet and greet, guest registration, activity registration, car washing and numerous on site activities where staff were on hand to ensure everyone had the upmost FUN!!