Cup
(01 Sep 2006)
Case Study – Ryder Cup Official Events Programme
September 2006
Brief
• Develop a programme which will use both the Opening and Closing ceremonies of the Ryder Cup to deliver a positive message about brand Ireland
Objectives
• Explode the potential of the Ryder Cup ‘experience’ beyond the walls of the K-Club
• Establish a sense of excitement and achievement in Ireland about our ability to host one of the world’s largest sports events
• Explode the potential of the event beyond the core golf experience so that Ireland is recognised internationally as bringing the ‘hosting’ of the event to a new level of excellence
• Create a legacy for Ireland
• Maximise world-wide attention on Ireland during the week of Ryder Cup and beyond
Strategy
• We assembled a creative team made up of Irish & International talent including the Creative Director of the 2003 Special Olympics Opening & Closing Ceremonies (Rupert Murray, Creative Director 1951 – 2006), one of Ireland’s best known musicians (Donal Lunny, Musical Director), Els Comediants from Cataluña in Spain (a visual arts troupe, previously worked on the Opening of the Barcelona Olympics among other large scale events) and Long Road Productions (company behind Riverdance). Together, the team worked to produce a ceremonial programme unique to Ireland and never before witnessed at a Ryder Cup.
Activity
• We secured all funding necessary to bring the ceremonial programme to life and subsequently acted as the Executive Producer of the Ceremonies
• We managed all contractual issues relating to the provision of services by all 400 performers and suppliers involved in the programme
• We commissioned Donal Lunny to compose several bespoke pieces of music and a Ryder Cup Anthem specifically for the event
• We developed an Opening Ceremony programme which included a comical look at the ancient Irish gods playing golf across the arena with each ball representing a planet. The programme also included a dance spectacle inspired by the artistry and images found in the Book of Kells
Results
• The 2006 Ceremonial Programme was heralded by Ryder Cup Ltd, the players and the media as the best ever in Ryder Cup’s history
• Failte Ireland, who sponsored the ceremonial programme, were delighted with the final product and believed the ceremonies painted a picture of a confident, modern & progressive Ireland