ProQuip at The Ryder Cup 2010

ProQuip was Preferred Weatherwear Supplier to the European Ryder Cup Team at The Celtic Manor Resort in 2010. While the proactive PR campaign was running smoothly, few could have anticipated the extent of the rain, or the unprecedented situation of the USA team purchasing ProQuip products – and the global media storm that ensued.

 

 

 

 

 

 

Challenge

• Raise awareness of ProQuip’s selection as Weatherwear Supplier to 2010 European Ryder Cup Team
• Secure reputation as specialist designer and manufacturer of world-class golf performance garments
• Optimise and activate Ryder Cup brand association in UK and Ireland

Solution

• Long-term ‘countdown to the Ryder Cup’ PR campaign
• Proactive briefing of media regarding likely eventuality of rain in Wales (e.g. published meteorological statistics)
• Pre-promotion of ProQuip’s chief designer, Richard ‘Dickie’ Head, and his Ryder Cup pedigree, designing suits for numerous US and European teams
• Intensive daily campaign during Ryder Cup & on standby for crisis PR with prepared statements if players were critical of garments

Results

• Team suit was featured on BBC Breakfast News on day one of Ryder Cup
• Secured instant global media story when USA waterproofs failed and team officials purchased ProQuip garments (Landmark Media tipped off Sky Sports TV and BBC Radio Five Live within 5 minutes)
• European players Rory McIlroy and Ian Poulter tweeted their positive views on the European Team’s waterproofs
• Richard ‘Dickie’ Head, the face of ProQuip, was interviewed live on Sky Sports and the BBC, and gave newspaper interviews – the crowd in the grandstand by the 18^th green chanted ‘There’s only one Dickie Head!’
• Numerous European and US national newspaper articles
• International golf magazine coverage continued for three months