ADTA – HSBC Golf Championship

January 10, 2011

Performance Comms

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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