The 2014 Ryder Cup, Gleneagles, Scotland
Photo: Peter Devlin
Objectives
- Promote Practice Days at The 2014 Ryder Cup
- Raise awareness and engage golf and non-golf audiences in Scotland and beyond
- Communicate opportunities to see Ryder Cup players up close, plus festival style activities
Strategy
- Working with our global PR partner Grayling, we created ‘Tartan Tuesday’ celebrating The Ryder Cup’s return to Scotland
- Scripted promotional video featuring European Team Captain Paul McGinley (produced by European Tour Productions)
- Syndicated video as part of PR and media partnership campaign
Outcomes
- Video received more than 10,000 views on YouTube
- Tartan Tuesday theme picked up by media, amplifying story
- Successful community engagement – ticket sales target acheived