BMW – O2 Launch Stunt

Create high impact stunt to launch the BMW PGA Championship.

Reaffirm the event’s status as London’s #1 golf event.

Develop mainstream awareness of the event beyond a purely golf audience.

Justin Rose hits inaugural drive from O2 roof – the first PR activity staged there.

Rooftop golf lesson for Mick Hucknall – who was performing at the event’s ‘Concert on the Course’.

In-house film / photo crew gathered dramatic images from roof and via helicopter.

Press conference staged within O2 for attending media & ambassador interviews to encourage image and video placement

The objective was to secure high impact front-end news and sport coverage.

7 national print articles were generated and the event was featured on 13 national and regional TV news bulletins.