Client: DP World Tour
Event: Abu Dhabi HSBC Championship 2022
Activation: Future Falcons Fan Zone
Location: Yas Links, Abu Dhabi
The Brief:
The Abu Dhabi HSBC Championship is a flagship event in the UAE on the DP World Tour, where the event has consistently focused on encouraging sports participation and developing youth sport. The DP World Tour wanted to utilise the tournament's elevated platform within the UAE and provide an engaging but comfortable area for young fans to pick up a golf club for the first time.
The Process:
With such a wide range of golf activations, we wanted to include our most popular activations that provided an exciting club in hand opportunity, whilst being accessible to fans of all ages and abilities. The production team also looked at how we could incorporate a fun competitive element within the Fan Zone, alongside an area that entertained younger fans attending the event.
The Result:
Future Falcons Fan Zone: We created the Future Falcons Fan Zone that focused on introducing young fans within the UAE region and local area to the wonders of golf! Upon registration, fans would receive a scorecard and record their scores as they worked their way through our golf activations. Top scorers over the first three days could return to the Fan Zone on the Sunday for a chance to win prices and trophies for their efforts!
Mini Golf: 6-hole mini golf course, featuring obstacles that represented iconic buildings throughout the UAE region.
Chipping Challenge: Fans had to score as many points as they could by chipping the ball as close as possible to the pin – the closer they got the more points they achieved!
Get into Golf Zone: 3 Bay truss driving range where fans could receive coaching to sharpen up their game or to help those who were picking up a club for the first time. Fans also had the opportunity to try out the new Callaway Paradym range of clubs.
Kids Zone: Housed within our arch structure, the zone featured a colouring wall, arts & crafts area, ball pit, assault course and arcade games. A great area for younger fans & families to get involved in various fun activities!
We welcomed over 1,500 fans through our Future Falcons Fan Zone, where it was fantastic to see so many young fans enjoy the golf activations on offer! Fans were energised by our activations, creating a great buzz at the event and most importantly, creating a great first impression on fans trying out golf for the first time. The PVE team gained immense job satisfaction from the event, as they witnessed hundreds of fans become inspired to get into golf as a result of our work. We’re taking this success with us as we head into an exciting and busy 2023!
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