The Challenge
- Raise the profile of the championship in a region where golf has a limited local following
- Drive attendance at the event, both by media and spectators
- Create an innovative social media campaign
Fan Insight
- Fans like to feel close to their heroes, and see them in activities outside of their normal sporting environment
Creative Solution
- A carefully targeted PR plan, in both English and Arabic, was drawn up
- A unique social media competition was developed, with five of the world’s top golfers filmed speaking in Arabic
- Clips were uploaded online, with the audio also broadcast on radio. Prizes were offered to fans who correctly translated the phrases.
Results
- 150 Media attendees
- 600% increase in membership of the Facebook page
- 25% increase in PR value over the previous event
- 10% increase in tournament attendance
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