European Tour 2018.

Be at Ballyliffin.

Festival of fun for all the family.

Mammoth partnered with the European Tour to create a bespoke marketing campaign for the Dubai Duty Free Irish Open 2018. The key objective of the campaign was to reach 85,000+ Ticket Sales. 94,239 was the final total. We created a campaign repositioning the Dubai Duty Free 2018 Irish Open as a ‘Festival of fun for all the family” using the dynamic tagline. Be at Ballyliffin.

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Our approach to the campaign

To create a bespoke campaign the media strategy was designed to overcome and address the challenges. We needed to galvanise the local Donegal population to support the event and then augment that with drawing in people living within the magical 90 minute drive radius. We had to strike a balance between the budget spend on local and national media to ensure enhanced coverage within the local area while still attracting people from further afield, North and South. All of this in turn to elevate DDFIO from solely a golf event to a festival of music, food and golf in a breathtaking location.

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Creative Strategy

This then allowed us to split the creative across four key content pillars.

Golf

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Location

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Music

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Hospitality

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385,000 views of ‘The Greenkeeper’ video

A day in the life of Ballyliffin Golf Club’s Greenkeeper 24,000 people engaged with the post on social channels. An epic content piece showcasing the unique location, perfect links course and the challenge that was in the making for the world’s greatest golfers.

The power of social

During Tournament week MAMMOTH social + content ramped up activity to build momentum on Pro Am Day, Day 1 and Day 2 of the tournament to keep ticket sales going right through the weekend. Working closely with the European Tour team on-site, Mammoth produced a buzz series of videos and posts pumping up the atmosphere, the location and all of the reasons this was an event NOT to be missed.

The power of social

During Tournament week MAMMOTH social + content ramped up activity to build momentum on Pro Am Day, Day 1 and Day 2 of the tournament to keep ticket sales going right through the weekend. Working closely with the European Tour team on-site, Mammoth produced a buzz series of videos and posts pumping up the atmosphere, the location and all of the reasons this was an event NOT to be missed.

+5.2k

Increase in Facebook and Twitter followers

1.1m

@DDFIrishOpen Social video views

617.3k

Engagements across owned and paid posts

23.5m

Impressions across owned, paid and earned posts

+

Queens University

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