GENESIS SCOTTICH OPEN
FAN ZONE / 2024 //
BRIEF //
Bring new energy to the Fan Village, while maintaining the heritage and prestige of the Genesis Scottish Open. This event has earned iconic status for hosting world-class golf, year-on year, enjoyed and anticipated by many. However, over time, the Fan Village experience has become less exciting and more predictable. There is an opportunity to establish a fresh approach – to ignite a new buzz around the fan experience at the Scottish Open.
Objectives: Increase fan engagement, interactivity and dwell time. Create a welcoming and inclusive atmosphere – open to all. Generate new levels of excitement and inspiration around golf.
SOLUTION //
Ultimately, creating a cohesive fan experience both in term of the layout of a host of activities and a the event branding. We did this by devising an internally facing brand that allowed us to benchmark every fan experience and touch point. And to cater to a more diverse target fan base, we widened the offering of just the game of golf, by allowing fans to play and learn about every facet of golf culture.
At The Academy, players can improve on their game, no matter their handicap or age. The Arcade is where golf gamers of all ages can play golf titles from the 80s in 16 bit form, all the way up to current VR titles (as well as playing The Renaissance Club on 2K23). The Playground, where kids can get out from under the feet of their parents (and the parents can grab a coffee). The Putt Putt, where fans can play the Renaissance Club in mini golf form. And The Social, where curated entertainment (bands, DJs, podcasts, games etc) brings golf fans together to create a more party atmosphere.
ROLE //
Creative Director
