Client: Titleist & DP World Tour
Event: BMW PGA Championship 2023
Activation: Titleist Fitting Zone, Mega Long Putt & Chipping Challenge
Location: Wentworth Club, Surrey
The Brief:
The PVE team thoroughly look forward to returning to Wentworth every year, where the tournament sees both the return of our timeless activations, and the debut of new and bespoke activations, as part of our long term relationship with the DP World Tour. This year, we teamed up with Titleist to give fans exclusive access to the Titleist ball fitting experience to promote this service to their key target audience at one of Europe’s biggest golf events of the year.
The Process:
The BMW PGA Championship is renowned in featuring our Mega Putt Challenge being at the heart of the BMW Fan Village – fans go wild for it! Considering this when looking at the Titleist brief, the team considered the range of golf activations we offer and how these can help amplify the ball fitting experience for fans. The aim is to create a lasting impression on fans, to ensure the Titleist brand is their first thought when looking to purchase golf balls. We also made sure to put our sustainable interior fit out solutions to good use, to help bring the area together seamlessly.
The Result:
Titleist Ball Fitting Zone: Fully customised interior fit out to bring the space and Titleist brand to life! Fans were greeted by Titleist Ball Fitting Specialists to discuss their golf game and determine the most appropriate ball to suit their needs.
Golf Simulator: Nearest the pin golf simulator challenge on the 14th hole at Wentworth, where fans could test out Titleist clubs and gain a good feel of the clubs. The activation supported the DP World Tour’s ‘Nearest the Pin’ initiative where fans would predict which players would be closest the pin on the 14th to be in with a chance of winning prizes.
Putting Course: Working in conjunction with both the DP World Tour & Titleist, fans could test out their putting skills with a choice of Titleist putters. A great activation to involve family & friends, which was accessible to fans of all ages and abilities.
Mega Putt Challenge: 6-hole mini golf course, featuring obstacles that represented iconic buildings throughout the UAE region.
Chipping Challenge: Fans had to score as many points as they could by chipping the ball as close as possible to the pin – the closer they got the more points they achieved!
Working With Other Partners: We also worked with DP World to create a bespoke putting course to enhance their brand and services within the logistics world. The team also designed & built exhibition stands for Golf Ireland & Road to Mallorca, using our sustainable interior fit out solutions.
As a notable tournament on the DP World Tour, the team always enjoy returning to Wentworth and making a significant contribution to the BMW Fan Village. Our Mega Putt & Chipping Challenge raised £43,213 over tournament week for the charity CALM, helping to raise awareness of their work in suicide prevention. It was fantastic to see the numerous ways in which our activations were utilised, showcasing the power and influence activations can have on live event experiences, brand awareness, fundraising and audience reach. Providing these fan experiences can only benefit brands, charities & agencies as proven across all our global activation work!
