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