The Clubhouse Wins Gold Driver Award
An innovative marketing campaign around Kiwi star golfer Lydia Ko has led to organisers of the MCKAYSON New Zealand Women’s Open receiving a significant award at the LPGA’s Tournament Owners Association annual conference.
The Tournament has been awarded a prestigious Gold Driver Award for “Best Advertising Campaign and Promotional Plan” positioning the marketing of New Zealand’s first ever LPGA Tour event at the top of the class.
The award further supports the success of the MCKAYSON New Zealand Women’s Open held last month at Windross Farm where more than 30,000 fans came out to support New Zealand’s first ever LPGA Tour event.
The Tournament promoters, The Clubhouse, worked with world class agency Augusto to bring to life the main creative concepts for the campaign.
“We talked at length with Augusto about our desire to connect some of the world’s best golfers to every day golf fans in New Zealand. Having Lydia come home to play with her friends on tour really resonated with all of us around the table and the ‘World’s Greatest in Our Backyard’ creative stemmed from this message,” said the Clubhouse Managing Director, Michael Goldstein.
Seeing the concept come to life and be received so well by the public, our sponsors and the LPGA Tour was really cool.”
Augusto creative directors Matt Sellars and Rich Robson were excited by the prospect to work on one of New Zealand’s biggest events.
“We opted for an unorthodox approach with a fun and entertaining campaign that saw ‘Lyds’ playing right here in our backyard. It saw her hitting over fences, down footpaths, through kids’ sandpits and taking a local neighbourhood by surprise,” Sellars said.
The campaign included a TVC, social video content, print and event collateral which helped spark interest in the event and promote the tournament, which attracted numbers that LPGA senior officials said were equal to some of the biggest crowds seen on tour in the USA.
“It’s rewarding to have won this award because we worked so hard on this tournament and it is a testament to Augusto for their creative abilities. But most of all it is an award that we must share with Lydia who was an outstanding tournament host.”
Goldstein said that it was encouraging in a first year that the MCKAYSON New Zealand Open had made such a mark on the LPGA Tour globally.