Developed a pan-European strategy to build Lexus brand from out of Toyota and create customer/prospect strategy and improve brand awareness globally. Created Lexus European Cup, partnerships with professional golfers and The Open and Women’s British Open. Results included (i) 1996-2001 – 42,718 prospects at 648 events across 15 markets, 5,043 test drives; av.185 incremental sales per year and (ii) 2005-1010 – 3 fold increase in media value over 5yrs (€1.03mil to €3.6mil). Positive Brand transfer from The Open to Lexus Brand. High Quality, Excellence, Global, Prestigious, Exclusive. 98% of which are favourable about Lexus.
Created and produced a strategy to target high urban concentrations of AB demographic groupings, launching with London, UK. ‘Golf in the City’ – a floating golf course in the heart of Canary Wharf. A unique platform to showcase products, interact with customers and develop prospects. A unique platform to showcase products, interact with customers and develop prospects. Colin Montgomerie, Nick Doherty and Bernard Gallagher played a televised tournament in front of thousands of people. An amateur tournament followed giving VIP guests the chance to play the most spectacular Par-3s in the World.
Main partner Nokia used Golf in the City to launch the handset to Europe’s largest financial centre. 200,000 visitors to the Golf in the City website, 160 players, over 20,000 spectators in 4 days and £300k worth of publicity media value generated in a week.
Tasked with challenging the way data had traditionally been represented to bring spectators closer to the action. We conceived & delivered The NTT DATA ‘Wall’ – a world first in golf – working in partnership with The R&A we built an LED ‘wall’ (24m x 10m) at the very heart of The Championship. ‘The Wall’ displayed real-time visualisations of the tournament data from the course. The graphics were also adapted and made available online (bespoke website). Engaged over 53% (over 125,000) of spectators attending The Open (tracked) and the work won the Experiential Marketing Award at the Sports Industry Award 2020.
Reporting into Mercedes-Benz HQ in Germany, iMedia have successfully planned and implemented the Drive to the Major program since 2012. Each year meticulous planning goes into every area of the program from sourcing hotels, golf courses and evening functions to the detail involved with creating the branding, event literature, gifts, event running order and transport schedule. Our experienced team manages all aspects onsite and help to deliver a truly memorable experience to the international guests from over 30 countries that participate. 2019 represented the 8th year of iMedia running Drive to the Major.