The R&A unveiled a new tournament brand strategy for The AIG Women’s Open through a repositioning promotional campaign launched in early April which introduced a fresh festival style, entertainment focused fan experience for the 2023 AIG Women’s Open.
The digital-first marketing burst, which saw the tournament organisers and The R&A rights owners team up with brand activation agency Populous (with input from title sponsors AIG), introduced the revamped entertainment positioning and brand assets for the 2023 tournament which will be held at Walton Heath (in Surrey) from 9 to 13 August.
The campaign, which seeks to build awareness of the fresh approach and drive ticket sales, came in response to a brief ‘to create a fresh, festival-like experience aimed at attracting new and diverse audiences to the championship primarily by generating and projecting a fun, vibrant and inclusive atmosphere to attract new and diverse audiences’.
As well as the brand assets, the fresh tournament experience ranges from a new-look festival style village created to showcase women in sport, business and entertainment and which includes a flagship event stage which will see singer songwriter Ellie Goulding headline on Saturday, 12 August.
The campaign spanned all involved parties’ digital and social platforms and was backed by a PR push across mainstream, sports and marketing media titles. It was led by a hero video backed by a set of social media graphics and content which also included a spot showcasing the new tournament festival village, an Ellie Goulding after tournament concert, as well as more specific ticket sales drive executions.
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Title partner AIG is reported to also switch the strategic and creative approach of it own tournament activation which was originally set out through its 2019 ‘The Power Of Allies‘ campaign.
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