The Challenge
Create high impact stunt to launch the BMW PGA Championship.
Reaffirm the event’s status as London’s #1 golf event.
Develop mainstream awareness of the event beyond a purely golf audience.
Creative Solution
Justin Rose hits the inaugural drive from O2 roof – the first PR activity staged there.
Rooftop golf lesson for Mick Hucknall – who was performing at the event’s ‘Concert on the Course’.
In-house film / photo crew gathered dramatic images from roof and via helicopter.
Press conference staged within O2 for attending media & ambassador interviews to encourage image and video placement
The Results
The objective was to secure high impact front-end news and sport coverage.
7 national print articles were generated and the event was featured on 13 national and regional TV news bulletins.
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