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IMG: AIG Women's Open Fan Zone

Updated: Oct 12, 2022


Client: IMG

Event: AIG Women’s Open 2022

Activation: Fan Zone

Location: Muirfield, East Lothian, Scotland


The Brief:

As major event in women’s golf and with the 150th Open occurring just a few weeks previously, IMG wanted to use the tournament as a platform to represent the R&A and AIG’s mission in pushing participation in women’s golf. The brief focused on ways to encourage participation through promoting the health benefits of golf, and of course making it fun!


The Process:

It was important for our team to create an environment that was interactive and entertaining but also comfortable for fans of all ages, abilities and background to engage with. We included some of our classic golf activations and looked at how we could implement new and exciting ways to showcase the health benefits of golf as an approach in promoting the sport.


The Result:

AIG Women’s Open Fan Zone: We created a fan zone that was exciting, stimulating, and accessible to everyone! The activations captured fans attention to engage with the sport and understand the health benefits of golf.


Golf Zone: We included our bunker challenge where fans could get their attempt captured through slow-mo technology which was then emailed to them. 6 hole putting course, complete with obstacles that represented key locations in Edinburgh, not forgetting our timeless long putt activation!

Interactive Health Zone: The zone focused on the health benefits of golf, promoted through our digital touchpoints with quizzes all designed in house at PVE. Fans could also sign up to the Step Count Challenge, where individuals would receive a wristband which recorded their steps throughout the day.

Interactive Games Zone: We included our ‘be the ball’ & skeeball golf activations, accompanied by our AIG and golf themed colouring wall.

Photo Opportunity: An exclusive opportunity for fans to get their photo taken with the event’s iconic trophy. Fans could choose which backdrop could be included in their photo, with a choice of various beauty spots at Muirfield.


Our services are now being realised more within women’s sport as an effective and unique way of driving increased sports participation. The event showcased our full-service activation package seamlessly, delivering an outstanding and exclusive fan experience! The fan zone welcomed thousands of fans over the duration of the event and was rewarding for our team to see so many young girls and women taking part. Inspiring new and old generations of golfers, we helped to amplify the event and the presence of golf positively, contributing to the continued efforts of growing the game.










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