Golf

Partnership Strategy

Case Study: Mercedes-Benz

Mercedes-Benz (2)

Business area - Partnership Strategy

  • Partnership Activation
  • Brand Events
  • Hospitality

The Challenge

To use golf to grow the brand into the UK’s number 1 vehicle manufacturer by sales

The Solution

  • Since 2011 iMedia have been tasked with exclusively running Mercedes-Benz Cars UK golf operations. This includes planning and delivering:
  • sponsorship of The Open and the associated rights
  • the international hospitably program around The Open – Drive to the Major
  • the MercedesTrophy in the UK – a global customer golf competition
  • various promotional campaigns including the CLS shooting brake / E-Class Nationwide Campaign and the UK CRM promotion to win a round of golf with Darren Clarke

Results

77% increase in UK sales from 2011-2015 (according to Society of Motor Manufacturers and Traders)

 

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Partnership Activation

Case Study: NTT DATA / The Open

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Business area – Partnership Activation

  • Brand Events
  • Hospitality

The Challenge

To challenge the way data had traditionally been represented to bring spectators closer to the action

The Solution

  • iMedia were appointed as NTT DATA’s ‘activation agency’ to exclusively deliver all elements of their on-site ‘activation’ at The Open Championship
  • 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)

Results

  • Iconic installation at the heart of The Open
  • Engaged over 53% (over 125,000) of spectators attending The Open (tracked)
  • Showcased NTT DATA’s expertise and market-leadership in the minds of spectators
  • Work shortlisted for numerous industry awards

 

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Brand Events

Case Study: Golf in the City

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Business area - Brand Events

The Challenge

Create and Produce a strategy to target high urban concentrations of AB demographic groupings, launching with London, UK.

The Solution

‘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.

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. In the Tented Village visitors tested and bought the latest equipment, took lessons and entered daily competitions.

Results

Unique marketing platform to Europe’s largest financial centre – 100k workers + 90 companies. TV Pro event watched by 5k, 41 press and 6 film crews. 25 articles in local/national media in 5days. $600k weighted media value. 160 VIPs in corporate tournament in 4 days. 20k viewers. 4.5k brochures and 10k leaflets distributed. 3k database collected, 20k web visitors. 2k competition entries.

 

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Hospitality

Case Study: Mercedes-Benz / Drive to the Major

DttM

Business area - Hospitality

The Challenge

To deliver the global hospitality program and Drive to the Major tournament at The Open

The Solution

  • 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.

Results

  • 300 Drive to the Major guests over 5 years at 5 different Open Championship venues.
  • 2017 represents the 6th year of iMedia running Drive to the Major.

 

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Other Case Studies

Case Study: Lexus Global Golf Strategy

Business area – Partnership Strategy

Open Lexus

 

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Case Study: Japan Golf Tour Organisation / European Tour 

Business area – Partnership Activation

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Case Study: Mercedes-Benz Car Exhibition 

Business area – Partnership Activation

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Case Study: NTT DATA Social Media Strategy 

Business area - Partnership Activation

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Case Study: NTT DATA Bjorn Technology Film

Business Area - Partnership Activation

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Case Study: NTT DATA Golf Hologram Demonstration

Business Area - Partnership Activation

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Case Study: Lexus / Colin Montgomerie 

Business Area – Partnership Activation

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Case Study: Lexus / European’s U21′s Championship 

Business Area – Partnership Activation

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Case Study – Lexus / Women’s British Open 

Business Area – Partnership Activation

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Case Study: Mercedes-Benz Golf Cart Launch 

Business Area – Brand Events

 

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Case Study: Mercedes-Benz “Return of the Claret Jug”

Business Area - Brand Events

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Case Study: Q&A with Rickie Fowler and Butch Harmon 

Business Area - Brand Events

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Case Study: Mercedes-Benz Corporate Golf Day  

Business Area - Brand Events

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Case Study: NTT DATA Corporate Golf Day

Business Area - Brand Events

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Case Study: Mercedes-Benz R&A Dinner

Business Area - Brand Events

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Case Study: MercedesTrophy National Final 

Business Area - Brand Events

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Case Study: Lexus European Cup 

Business Area - Brand Events

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Case Study: Lexus / Colin Montgomerie Golf Day

Business Area - Brand Events

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Case Study: Mercedes-Benz VIP Pavilion at The Open

Business Area - Hospitality

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Case Study: NTT DATA VIP Pavilion at The Open 

Business Area - Hospitality

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If you would like to discuss how you can use golf partnerships to connect with your key audience contact us here