Objectives

  • Amplify Syngenta’s desire to make a positive contribution to the golf industry
  • Identify a respected individual with a public profile to proactively – and authentically – speak about female participation
  • Engage the golf industry and raise awareness via the media

Strategy

  • Identified and signed Carin Koch, 2015 European Solheim Cup Captain, as a brand ambassador
  • Created multiple speaking opportunities at industry events and conferences
  • Engaged with National Golf Month to work with Carin as figurehead for launch and speak on female participation

Outcomes

  • Multiple speaking and engagement opportunities at industry conferences (GolfBIC, GCMA, HSBC Golf Business Forum)
  • Live interviews on BBC Radio 2 (Chris Evans Show), Radio 4 (Today) and Sky Sports, reaching more than 17 million people
  • Amplified via content and social media (interviews, opinion articles, press releases, blogs, posts)

“Carin has a genuine, deeply-held desire to see more women and girls playing golf, which resonates with the opportunities highlighted by our market research. She speaks with passion on issues relating to participation and is a great ambassador for golf and Syngenta.”

Simon Elsworth, Syngenta Head of Lawn & Garden Controls EAME