Introduction

In 2011 we won a global Tender for Mercedes-Benz sponsorship of The Open Championship – including sponsorship activation, live events, national and international hospitality programmes and bespoke golf events. From 2015 we have also been tasked with delivering the National Golf Programme – the MercedesTrophy.

Objective

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

Strategy

• Open sponsorship.
• Onsite Open hospitality package.
• Fleet / Retail bespoke golf events (x 16).
• Growing the customer golf programme – the MercedesTrophy.
• CLS shooting brake / E-Class Nationwide Campaign. Sign up for a test drive for chance to win Ultimate Open Experience.
• UK CRM promotion to win a round of golf with Darren Clarke.

Campaign Overview

The Open Partnership

The Open

In our role as Mercedes-Benz UK’s lead golf activation agency we provide both strategic and event specific direction to help leverage their top tier association. Key activities included:

• Courtesy car service – made up of x100 Mercedes-Benz cars for players and VIPs.
• Hospitality – design and build of the Mercedes-Benz VIP Patron’s Pavilion and over the course of the four days we hosted in excess of 400 VIPs.
• Players arrival area; display vehicles; Return of the Claret Jug with current Open champion and the latest model being promoted by Mercedes-Benz.

Patrons Day

As part of the Mercedes-Benz Partnership of The Open they able to host an exclusive experience at The Open course with a well-known pro and hosted by The R&A.

• x40 VIP’s are invited.
• Hosted by The R&A.
• Golf pro available for clinic, playing a hole with each group and joining the guests in the evening for dinner and a Q&A.
• VIP courtesy car service.
• Evening dinner, prize giving and Q&A.

R&A Clubhouse Experience

Another partnership right of The Open is an exclusive dinner in the iconic R&A Clubhouse.

• 40 VIP Mercedes-Benz stakeholders.
• Overnight accommodation.
• One round of golf.
• Hosted by The R&A.
• VIP courtesy car service.

‘Drive to the Major’

Appointed by Daimler AG to design, plan and implement their international hospitality programme at The Open golf. ‘Drive to the Major’. A once in a lifetime opportunity for Mercedes-Benz customers who have qualified through a straightest drive competition at their countries MercedesTrophy tournament.

• Over 30 countries from across the globe take part.
• 6 day VIP bespoke programme.
• 30 x VIP courtesy car service.
• VIP access into the Mercedes-Benz hospitality suite.
• Bespoke evening entertainment including an evening with Mercedes-Benz ambassadors.
• Competitive ‘Drive to the Major’ golf tournament with winners going forward to play The Open championship course on the Monday after The Open.

The MercedesTrophy

The MercedesTrophy acts as the central Mercedes-Benz golf platform for customers and potential customers and is a well-established human-centred activation platform. It started 30 years ago and now enjoys a worldwide reputation of being the best amateur series. In 2019, over 60,000 customers from over 60 countries in approx. 600 local qualifier tournaments played the MercedesTrophy.

We have been working with Mercedes-Benz Cars UK to deliver multiple qualifying rounds for their UK MercedesTrophy tournament.

Market Area Golf Days

The early rounds begin with retailers hosting a golf day for their Mercedes-Benz customers, who are all contending to qualify for the National Final Qualifiers.

• 26 participating retailers.
• Over 2,000 entries.

MercedesTrophy National Final Qualifiers

The second round, hosted in July, sees the qualifying teams from the Market Area days competing for one of 8 spots in the MercedesTrophy National Final.

• Overnight accommodation for all guests.
• One competitive round at a well-known golf course, including all hospitality and refreshments.
• Evening meal and awards ceremony hosted by Mercedes-Benz Cars UK.

MercedesTrophy National Final

The penultimate round which takes place in October is hosted at the Home of Golf, St Andrews. 32 individuals compete for 3 spots to represent Team UK at the MercedesTrophy World Final

• 32 VIP guests.
• VIP courtesy car service.
• 3 day exclusive programme.
• 2 rounds of competitive golf, including one round on the Old Course.
• Evening entertainment and world-class experiences including dinner in the R&A Clubhouse.

MercedesTrophy World Final

The MercedesTrophy concludes at the World Final where the best of over 60,000 golfers from 60 nations compete for the coveted Nations Cup trophy.

• 31 national teams from five continents take part in the competition in Stuttgart.
• An exclusive six-day programme.
• 192 guests.
• A visit to the Cannstatter Wasen beer festival, along with an outing to the Mercedes-Benz Museum and a guided tour of the production process at the plant in Sindelfingen wee among some of the VIP experiences.
• 3 competitive rounds of golf.

CLS shooting brake / E-Class Nationwide Campaign

Campaign to sign up for a test drive for chance to win Ultimate Open Experience

• Mercedes-Benz hosted 20 competition winners (and guests) of the Ultimate Open Experience promotion at Muirfield, the venue for The Open Championship on 13 occasions.
• Winners were selected from a nationwide test drive campaign that ran for the C and E-Class models.
• Registrations could be made either through select Mercedes-Benz retailers or at participating golf clubs.
• Hosted by The R&A, the prize package included an all-expenses 2 night stay in the Marine Hotel, North Berwick, a round of golf at Muirfield, including a clinic from 2011 Open Champion, Darren Clarke, and the chance to win a VIP experience to watch The Open Championship as a guest of Mercedes-Benz in their VIP hospitality chalet.

UK CRM promotion to win a round of golf with Darren Clarke

• Mercedes-Benz customers win experience of a lifetime to ‘Play with a Champion’.
• CRM promotion offering one lucky customer the opportunity to play a round of golf with 2011 Open Champion, Darren Clarke.
• ‘Play with a Champion’ – the prize included an all-expenses paid trip to Northern Ireland for one winner and two guests, staying at Bushmills Inn Hotel before playing the round of a lifetime at Royal Portrush with Darren Clarke.

Results

110% increase in UK sales from 2011-2019 (according to Society of Motor Manufacturers and Traders).

“The customer feedback has been nothing short of incredible and that reflects the planning, communication and delivery of the experience, thank you”

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