With this year’s Ryder Cup taking place on US soil, the European Tour was keen to maximise its share of voice and capitalise on Europe’s three consecutive victories at golf’s greatest event. They wanted get fans from across the continent behind the European team heading to Hazeltine, and commissioned CSM to lead the Tour’s first ever activation campaign for an away match
Over six months, we took one of sport’s greatest trophies, The Ryder Cup, on an unforgettable journey – meeting thousands of fans, and visiting some incredible cities along the way. The Tour visited some of Europe’s leading landmarks – from the Eiffel Tower to The Colosseum, in addition to visiting community events and numerous key media outlets to generate early publicity for this year’s event.
We also launched an innovative digital campaign, encouraging the public to pledge their support to Team Europe. The campaign was elevated by engaging over 35 celebrity supporters from across Europe, including major stars like Niall Horan, Gareth Bale and Andy Murray.
Over 10,000 people had their photograph taken with The Ryder Cup during its public display in four European cities.
There were over 14.9 million views of online news articles related to The Ryder Cup Trophy Tour with Europe wide broadcast and print coverage gained too.
Over 736,100 people engaged with the Pledge Your Support campaign through social media. The combined social following of the celebrity fans who publicly added their support is 138.5 million.
Over 18,000 users visited the pledge website – with 3,000 fans, from 72 countries signing up online and sending a pledge to Team Europe.