“Born on the racetrack, at home on every road”. This is the perfect description of the BMW M brand essence and the experience-based format developed by brandscape for the M Drive Tour. The entire BMW M range is positioned on the start line of racetracks around Central and Southern/Eastern Europe, letting 1,000 guests experience the finest of products and become true fans. The focus is on handling, acceleration and braking to the limit, and there’s a full range of customisation and design options. There were constant additional highlights during the five months of the BMW M Drive Tour, such as the exclusive presentation of the new BMW M5 in a specially-built closed room. BMW M and brandscape make a high-octane and emotional team, and we’ve now been making tour participants’ hearts race and hair stand on end for three years.