European Open
(01 Aug 2007)
Case study – Smurfit European Open
1995-2007
Brief
From 1995-2007 PLATINUM ONE acted as the commercial and marketing consultants to the Smurfit European Open (which was called the Smurfit Kappa European Open in 2006 & 2007), which was hosted at the K Club in Co Kildare. PLATINUM ONE’s role in the management of the tournament included:
• Sponsorship procurement
• Public Relations
• Advertising consulting
• BTL executions
• Media liaison
• Operators of the Tented Village
Strategy
PLATINUM ONE secured sponsorship agreements with some of Ireland’s leading corporations during our 13 year tenure as commercial and marketing consultants. Agreements were reached with brands such as Aer Lingus, Diageo, AIB, O2, Ulster Bank, Coca-Cola, Ernst & Young and Renault. The support of these sponsors ensured a steady increase in the tournament’s prize fund which confirmed the Smurfit European Open’s status as one of the most valuable events on the European Tour schedule.
By establishing relationships with the major media outlets in Ireland we developed innovative promotional campaigns which helped increase the profile of the event and added value to the tournament’s sponsors.
Working alongside the tournament’s advertising agency, Grey Helme, PLATINUM ONE ensured that the main sponsors were kept front of mind in all marketing communications. The two agencies also worked together in identifying suitable outlets to position advertisements, both print and on radio.
During the tournament, PLATINUM ONE assisted in the management of the on-site Media Centre working alongside the European Tour’s media department.
On-site at the tournament PLATINUM ONE managed the Tented Village, where upwards of 25 exhibitors rented commercial space during the week of the event.
Objectives
PLATINUM ONE’s aim was to position the Smurfit European Open as the most valuable annual golf event in Ireland. By recruiting a strong roster of official and support sponsors PLATINUM ONE achieved this.
PLATINUM ONE also undertook public relations activity which helped keep attendance figures at the event between 50,000-80,000, making the Smurfit European Open one of the best attended tournaments on the European Tour.
PR activity
PLATINUM ONE proposed a “Free Thursday” initiative to Ulster Bank, official bank of the Smurfit European Open, in 2005 & 2006. Entry to the tournament was free of charge on the first day’s play in both years. This proved to be a huge success with more than 29,000 people (a record for any one day’s attendance in the tournament’s history) availing of the offer in 2005 and more than 20,000 attending on the opening day of the 2006 tournament.
PLATINUM ONE worked with O2, official telecommunications sponsor, in promoting its Teaching Academy which was housed on the K Club’s practice grounds during tournament week. The O2 Teaching Academy was regularly booked-out each day.
Results
With record levels of sponsorship funding secured the Smurfit European Open became one of the flagship tournaments on the European Tour. The elevated status that the tournament enjoyed as a result attracted the very best players on the European Tour to the K Club. Past winners of the event while it was staged at the K Club include Bernhard Langer, Lee Westwood, Darren Clarke, Michael Campbell, Retief Goosen and Colin Montgomerie