Client: Genesis & DP World Tour
Event: Genesis Scottish Open
Activation: Fan Zone
Location: The Renaissance Club, North Berwick, Scotland
Genesis became the new title sponsors of the Scottish Open, one of golf’s most prestigious European tournaments. The event also marked a milestone in the strategic alliance of the DP World Tour & PGA Tour, as the first event to be co-sanctioned by both tours. With the event marking a historical milestone in golf, Genesis wanted to use the event’s greater status and international platform, to showcase their commitment to golf and consolidate their brand position in Europe.
With Genesis already having a strong history of sponsorship on the PGA Tour, it was important for us to create a fan zone that promoted their strong alliance with golf. We looked at how we could incorporate both new and existing golf and multi-sport activations, to create a unique brand experience for fans. The focus was on creating a first-class experience to strengthen the Genesis brand, with the event marking an important development in the sport.
Genesis Fan Zone: We created the ultimate fan zone for fans at the Genesis Scottish Open, featuring various golf and sport activations.
Gong Challenge: A brand new golf activation, where fans had to hit a low stinger to hit the gong – much harder than it looks!
Long Putt: A timeless golf activation, fans had great fun trying to hole a 30m putt.
Chipping Challenge: Fans had to chip the ball into the hole as many times as possible in 60 seconds.
Multi-Sports Zone: Covering rugby, football & tennis, the activations focused on accuracy across the three sports.
Golf Simulator: Fans had a chance to play the signature 6th hole at the Renaissance Course.
Mini Golf: We recreated iconic elements of the city of Edinburgh as obstacles on the course.
Kids Zone: Featuring a colouring wall and various games for kids of all ages to engage with.
Entrance Tent: We designed and installed the entrance tent using our fantastic arch structure.
Our Genesis Fan Zone was one of our best fan experiences we have delivered to date. We are proud of the commitment and efforts our team have dedicated, in making the event a triumph! The Scottish Open is another favourite amongst the Provision team, where it is always a privilege to activate at the home of golf. As marketing campaigns go, we provided fans an exclusive experience of the Genesis brand, creating a real impact on the event.