BMW Plan Hams Hall & Lichfield Festival

Winners of the BP Arts & Business Long-term Partnership Award, 33rd Arts & Business Awards

Opportunity

BMW Plant Hams Hall first became Principal Partner of the Lichfield Festival back in 2004. The partnership is an in-depth and interactive relationship that benefits the community, school groups, festival audiences, festival programming and BMW employees. It also fits in with BMW’s key objectives which are to stimulate an interest in the arts amongst employees and their families, and to raise BMW’s profile with local institute, regional influencers and decision-makers.

The 2011 Lichfield Festival saw the eighth consecutive year of this partnership with BMW being involved in innovative education projects such as:

• Gamelan music with instruments designed and manufactured from engine parts by BMW employees
• ‘Hydrogen Day’ a cross-curriculum project for school children, which matched Erasmus Darwin’s visionary interest in Hydrogen with BMW’s Hydrogen fuel innovations. 
• A project enabling children from Lichfield and North Warwickshire to create silent films and music, with performances at BMW Plant and Lichfield Garrick Theatre.
• Branded cars transporting Festival artists
• BMW employee involvement in the Festival’s Pig Parade
• The Knitted Engine project
 

Outcomes

The relationship with Lichfield Festival has enabled BMW Plant Hams Hall to establish and develop its reputation and brand within the region amongst external stakeholders, employees and their families, and the wider more diverse community. It also demonstrates BMW’s support to the regions arts and cultural landscape and investment in the region.

It is estimated that the Lichfield Festival’s marketing campaign reached at least 1.5 million people throughout the country. In addition to this local, regional and national press coverage provided approximately 11 million opportunities to hear or read about the Lichfield Festival and therefore the BMW brand.

Branded cars have taken the Festival name, BMW brand and the Partnership to a much wider geographical area, from as far as Heathrow, London to Manchester International Airport.

In addition, BMW was able to use festival events to engage with key regional stakeholders - entertaining guests at high profile performances.