We teed up a new generation of golf lovers
Genesis Scottish Open Fanzone – Genesis
BRIEF
Grow the future of golf by expanding its community
As DP World Tour work to diversify their audience, they asked us to create a more interactive and inclusive experience for the Genesis Scottish Open 2024.
Our Fanzone needed to engage new visitors while deepening relationships with longstanding fans.
APPROACH
We injected fresh energy and imagination into a historic sport
Away from the quiet intensity on the greens, we created space for visitors to express their excitement. We strategically developed experiences that would help all generations to connect through their interests – no matter their level of golf skill or knowledge.
EXPERIENCE
Our Fanzone celebrated people, passion and playfulness, balancing family fun with the expert insight expected at a world-class tournament.
Fans navigated local landmarks on our minigolf course, practiced their swing in virtual reality at our gaming arcade, and enjoyed sets from DJs including Edith Bowman.
Beyond following the live action on the course, visitors of any golfing ability could boost their skills with a free coaching session.
Over four days, we welcomed 30,000 visitors to fall in love with golf – or rediscover their favourite sport in a new way. Returning fans told our team how inclusive the experience felt, while our clients saw a broader audience than ever participating.
IMPACT
“This year’s Fan Zone was unlike anything before. This was a huge opportunity for us to reach new audiences and, as you can see, we’re creating new fans for life!”
