MINI United is Europe’s largest official gathering of MINI fans and drivers. MINI held its 2nd international meeting for MINI fans on June 22-24, 2007 at the Circuit Park racetrack in Zandvoort near Amsterdam. Our job was to create as much enthusiasm as possible for the event and motivate all Swiss MINI drivers to attend.

Using a mailing and e-newsletter, MINI fans were encouraged to sign up for the event. All those who registered were rewarded with a special “guard dog” sun shield as well as a personalized “lost and found” tattoo sticker that showed which MINI belonged to the person wearing the tattoo.

In the course of the 3-day event, over 8,000 visitors from 50 countries celebrated the MINI United Festival 2007. This attendance record far exceeded the success of the MINI United Premiere held two years prior, which was attended by 3,000 visitors.