We Rally Together
Hundreds of MINI owners converged in British Columbia’s Okanagan Valley to celebrate MINI’s anniversary milestone. Raving feedback from brand fans and our client have us already excited and working on the next instalment of MINI United 2024.
Background
Having delivered the three previous national MINI Owner Gatherings known as MINI Invasion, 7 Communications was engaged to shape our fourth national gathering of MINI owners in a specially designed weekend of connection and celebration.
Challenge
Ontario and Quebec represents the largest volume of MINI owners in Canada, so it is no surprise that this gathering was previously delivered in Toronto, Ottawa, Montreal, and Prince Edward County. While there is a smaller owner base in the West, to celebrate MINI’s 20th Anniversary in Canada, MINI Canada wanted to head to the mountains. They wanted MINIacs in Western Canada to embrace the brand experientially. Access to a track is a program non-negotiable so we needed to ensure that wherever the latest program was anchored, that a track was just a few shifts away. And with the invasion of Ukraine months old at the time, it was clear that the event name also needed to be reimagined.
Challenge
Ontario and Quebec represents the largest volume of MINI owners in Canada, so it is no surprise that this gathering was previously delivered in Toronto, Ottawa, Montreal, and Prince Edward County. While there is a smaller owner base in the West, to celebrate MINI’s 20th Anniversary in Canada, MINI Canada wanted to head to the mountains. They wanted MINIacs in Western Canada to embrace the brand experientially. Access to a track is a program non-negotiable so we needed to ensure that wherever the latest program was anchored, that a track was just a few shifts away. And with the invasion of Ukraine months old at the time, it was clear that the event name also needed to be reimagined.
Solution
Hundreds of MINI owners converged in British Columbia’s Okanagan Valley to celebrate MINI’s anniversary milestone. Rallying from BC, Alberta, Saskatchewan, Manitoba, Ontario, Quebec (one customer drove an impressive 4,500 km from Quebec City) and the US Pacific Northwest, owners arrived in Kelowna and soon after made their way to our stunning host venue overlooking Lake Okanagan—Tantalus Vineyards. Alongside hundreds of other owners, they experienced the past and future of MINI, chatted with fellow owners and MINI US and Canadian executives, and enjoyed time well spent with the grandson of the legendary John Cooper, Charlie Cooper. Heading south on Highway 97, motorers reunited at Area27 Motorsports Park to participate in a variety of thrilling track experiences, show-and-shine, and time well spent experiencing Canada’s semi-annual pilgrimage of MINI owners.
Results
The previous MINI owner gathering in Prince Edward County saw just over 300 owners arrive for MINI Invasion. With a target of 250 MINI owners for this instalment, 300 arrived in 172 MINIs to celebrate MINI UNITED and 20 years of the brand in Canada. An exceptional result and a testament to the passion for the brand. As you might expect, MINI owners love their gear and purchasing anything branded—they delivered WELL ABOVE expectations for merchandise sales. Raving feedback from brand fans and our client have us already excited and working on the next instalment of MINI United 2024.
Core Contributors
