Lead the overall marketing objectives of the 2019 Solheim Cup in April 2019, through invitation of VisitScotland (hosts) and IMG (staging partner).
We were challenged with low event awareness and minimal traction from media, therefore, an immediate need to develop a customer-focused delivery strategy was imperative.
Just as important was the management of stakeholder engagement, given the local, regional, national, pan-European and US partners involved and active within this global event. Given the desire to compress awareness, consideration and ultimately transaction into a short time frame prior to the event, the strategy consisted of omni-channel delivery across four key areas; Above the Line (OOH, digital OOH, radio and TV); Social, Digital & Paid; PR & Audience Activation; Contra-Partnerships.
It delivered 13.6% above the total attendance target and increased awareness of the event 7-fold, with almost 76% of respondents in a ScotPulse exit survey clearly stating they were aware of the 2019 Solheim Cup
In addition to this, the social platforms delivered incredible reach and returned industry-leading engagement with paid campaigns assisting in adding numbers to the bottom line of attendee