Introduction

In 2013 we were asked to lead the delivery of NTT DATA’s sponsorship of The Open Championship – including ‘rights’ delivery, activation strategy & implementation, live events, bespoke golf events, technology showcasing, digital & social amplification, and TV and video production. From 2018 we were also asked to mange and deliver NTT DATA’s national and international hospitality programmes. In 2020 we won the prestigious Sports Industry Awards for our activation work for NTT DATA at The Open in producing the iconic NTT DATA ‘Wall’

 

 

Objectives

To use golf to grow awareness of the NTT DATA brand outside of Japan, and to position NTT DATA as a leader in sports technology to both fans and B2B clients

 

 

Strategy

• Sponsorship of The Open Championship
• Global hospitality programme at The Open Championships
• VIP Golf Days
• Awards submissions

 

 

Campaign Overview

The Open Partnership

1. On-site Activation

Since 2013 we have worked as NTT DATA’s lead golf activation agency, appointed to oversee the end-to-end delivery and activation of NTT DATA’s sponsorship of ‘The Open’ Championship. This includes the conceptualisation, construction and on-site delivery of the iconic ‘NTT DATA Wall’ – a 15m long x 10m high LED ‘wall’ located in the heart of the Spectator Village, displaying ‘live’ graphic visualisations of the tournament data.

Additional key activities include:

• Branding Integration

 

• The NTT DATA ‘Wall’

 

• The NTT DATA ‘Mini-Wall’

 

• Hospitality Pavilion Fit-Out

 

• Business Conference Planning & Management

 

• Use of Ambassadors

 

• Production & Management of Global CEO Dinner

 

• Showcasing of New Technologies

 

• Digital & Social Content Production

 

• Production of TV Commercials & Video Content

 

2. Hospitality Programme

Appointed by NTT DATA as their exclusive hospitality agency, responsible for delivery of NTT DATA’s International VIP hospitality programme for The Open.

Over the course of x6 days we look after over x150 VIP guests from all around world. Our extensive role includes amongst other tasks, managing the entire guest invitation & registration process; full guest support services; staffing & branding of the guest hotel including the delivery of multiple exclusive evening events; all transportation planning & logistics; the design & production of all printed materials; and the planning, design, production and delivery of an exclusive double-decker hospitality pavilion on-site at The Open.

 

3. VIP Golf Days

As part of NTT DATA’s sponsorship of The Open Championships they able to host an exclusive experience each year on The Open course with a well-known (ex Open champion) golf 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

 

“Just want to say a big thank you for all your help with this year’s Patron’ s Day event – which was a great success with many of our guests commenting that this was the best year yet!”

EMEA Senior Events Manager, NTT DATA

 

 

Awards Submissions

Part of NTT DATA’s strategy was to build awareness of their digital & sports tech capabilities by entering high-profile UK sports awards. Over the course of 7 years our work for NTT DATA has been shortlisted no less than nine times, and in 2020 we won the prestigious Sports Industry Awards in the category of ‘Best Experiential Marketing’ for our work in creating the iconic NTT DATA ‘Wall’ at The Open Championships

 

“The data wall was really stunning this year. Tremendous location; imposing size and a great interactive experience. In addition, the staff in the Pavilion were all faultless” – Rosemary Canning, NTT DATA Marketing Director EMEA

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