Capitalising on the Genesis Scottish Open Yearly Momentum

  • Sector
  • Partnership
    3 Years

Genesis Europe is the title sponsor of Scotland's national open golf tournament, the prestigious Scottish Open. The 2022 and 2023 editions of the tournament provided a significant platform for Genesis to drive awareness of its key models and service-led definition of luxury.

From a brand perspective, our mission was to use this yearly momentum to create an exceptional experience for all golf fans. Building on the success of GSO 2022 that drove awareness of the inaugural sponsorship, the challenge was to evolve our messaging and storytelling for our audience and create a sense of anticipation before the second edition.

Our end-to-end content production team had to plan, produce, and turn around event capture in less than 24 hours, including video, photography, singular film briefs, social teasers, daily updates, and wrap-up films.

To introduce the 2022 tournament, we conveyed the elevated hospitality that Genesis delivered to the Scottish Open, tying back to their Korean philosophy ‘Son Nim’ which means to treat everyone like a guest in your own home.

For the second edition, Genesis promised to elevate its hospitality to new heights for both players and guests alike with curated hospitality programmes. 12 models were on display (including the flagship G90 sedan, the GV80 Coupe, the GV60, and the Electrified GV70), with test drives available to guests throughout the week, as well as fun activities
for the whole family at the Championship Village.

Hosting 72,517 spectators, 156 of the best players in the world, and a wide spread of influencers, the second edition of the Genesis Scottish Open was our highest-priority event of the year.

As such it had one of the biggest media budgets behind it, allowing content support across all channels

In 2023, we shifted our messaging to emphasise the idea that “timing makes the difference”. This editorial filter was applied to the brand values of Design, Technology, and Hospitality, allowing us to highlight the brand’s commitment to making a long-lasting impact, but also their dedication to creating quality time for their guests.

Our media plan featured innovative formats such as branded notifications. test drive ads, as well as live content for the Edinburgh Studio opening or longer long-form videos for YouTube such as a walkaround tour of the Renaissance Club by influencer @jazzygolfer and our chefs’ second collaboration on the menu. Our teams covered several branded touchpoints across the event site and throughout the event, from hospitality, GPA interactions, and event activations to the tournament itself.

We sent a team of 11 to the course: with the support of our London office for live publishing, they covered golf action on the green, behind-the-scenes, and hospitality moments at the Mobile Lounge.

We also hosted 8 lifestyle and sporting influencers from the UK, Germany, and Switzerland to draw attention to the partnership, the Genesis models including the G90, as well as the luxury hospitality elements over a curated three-day itinerary. All of them were contracted to at least 1-2x story sets and a feed post.

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    over-delivery on influencer stories

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    influencer sticker taps

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    influencer feed impressions

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    influencer story impressions

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    increase in story impressions from 2022

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    total engagement

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