Carnoustie… Royal Birkdale… St. Andrews… some of the most famous – and famously difficult – golf courses in the UK, but nothing (ish…) compared to the ‘One Shot Challenge’. This summer, we were tasked by Topgolf UK with promoting a fiendishly difficult hole-in-one competition carefully crafted to catch out even the most experienced golfers…
… but let’s rewind a little bit. We’ve been working with Topgolf for some time, and over the last two years, our primary objective has been to increase consumer awareness for Topgolf here in the UK and to drive footfall to their various venues – Watford, Chigwell and Surrey. They were particularly keen for us to:
- Raise brand awareness among their target audiences
- Drive attendance during off-peak hours for Topgolf nights
- Position Topgolf as a destination for golf lessons taught by PGA qualified instructors
From a PR perspective, we’ve secured coverage across consumer, regional and online press, working with the Topgolf team on event announcements, support for local activities and influencer management – positioning Topgolf as a destination (and it is a great night out, if we say so ourselves), as well as the game itself. And when it comes to event announcements, none were bigger than this years’ ‘One Shot Challenge’.
Launching at its Watford location, Topgolf created an impossibly tricky hole in one competition to test everyone from rank amateurs up to full-blown professional golfers. This one-of-a-kind, 120cm target was positioned off the main range, with a bay dedicated to the challenge. Topgolfers had only one shot to win £1000 and a Topgolf black card, and only one week to take part!
Working in such a short timeframe, we blanketed social media with an array of content and sent an army of lifestyle influencers down to spread the word, reaching over a million social users in the process. From a PR perspective, we achieved media circulation of nearly two million.