Golf – BMW PGA Championship
GOLF – SOME OF OUR WORK
BMW PGA Championship
F1 driver golf events
Already established as one of the leading golf tournaments in the UK, HPS Jardine was appointed to bring the BMW PGA Championship, The European Tour’s flagship event, to the “Fore!” with new audiences. The objective was to position the BMW PGA as one of the key sporting (not just golf) events of the year and develop an engaging social media campaign.
A highlight of recent campaigns was an experiential ‘Performance Putting’ roadshow, with a three-hole mini golf course incorporating BMW car parts as hazards. Launched by BMW PGA Champion David Howell in Sloane Square, the roadshow brought a taste of golf to the heart of London. The `Challenge’, supported by a comprehensive Twitter campaign, attracted more than 35,000 visitors over three days, with 1,000 taking part. The supporting social media campaign more than doubled the Twitter following in less than two months, while ‘traditional’ preview coverage for the tournament was secured in a wide cross-section of national press and regional lifestyle publications.
Our BMW Trick Shot Challenge social media campaign was a BIG hit in 2014. Celebrating and promoting BMW’s position as proud partner of both England Rugby and the PGA Championship, former World Golf Trick Shot Champion Paul Barrington teed up a series of trick shots to challenge the skills of England rugby players Owen Farrell, Ben Foden, Joe Marler and David Wilson, as well as Ryder Cup hero and three-times European Tour winner Francesco Molinari.
The resulting BMW Trick Shot Challenge film was loved by the players and fans alike. The cross-code appeal resulted in it being screened on an England matchday at Twickenham, while it remains one of the most viewed films on the European Tour’s YouTube Channel.
With three successful years under our belt, plans are already in place to come out swinging in 2016.