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Solheim Cup 2019

Marketing Campaign

- Delivered 13.6% above the total attendance target
- Increased awareness of the event seven-fold, with almost 76% of respondents in a ScotPulse exit survey clearly stating they were aware of the 2019 Solheim Cup (prompted and spontaneous).

Brief
Lead the overall Marketing objectives of the 2019 Solheim Cup in April 2019, through invitation of VisitScotland (hosts) and IMG (staging partner).

Solution
We were Initially challenged by low awareness of the event and minimal traction within media. The immediate need to lay down a customer-focused delivery strategy was imperative.

Equally 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 and Paid; PR and Audience Activation, and Contra-Partnerships. In addition to this,
the social platforms delivered incredible reach and returned classleading engagement, with paid campaigns assisting in adding numbers to the bottom line of attendees.

Solheim Cup 2019