THE DUBAI DUTY FREE IRISH OPEN
had already won the hearts of golf fans everywhere in 2018.

But both ourselves and the European Tour knew we were just getting started.

The 2019 tournament presented an opportunity to make the local community part of the event and invite the wider public to ‘Experience More’.


TO COMMUNICATE A FESTIVAL
we needed to take a digital first approach, tapping into the local culture, the people, the stunning location, the players and of course the golf.

Using data and learnings from the previous year we created a fully integrated campaign to maximise the ‘wider experience’ angle.

A ‘MADE TO MEASURE’ SOCIAL STRATEGY
was devised in collaboration with the European Tour digital team, to provide 4 months of enticing content in anticipation of – and including – the main event, as well as scope for reactive ‘in festival’ content.

ATTRACTING NEW AUDIENCES TO GOLF
was our key driver. A rigorous audit of the media landscape allowed us to really engage both golfing and family audiences, to really understand what best conveyed the feeling that this unique event was so much more than a golf tournament.