Delivering a local tournament to a global audience

To kick-start 2016, HSBC brought together the strongest field ever for the Abu Dhabi Golf Championship. H+K was asked to deliver a comms plan activating HSBC’s sponsorship and helping tell the world about the strength of the competition.

Ahead of the tournament, H+K teamed up with four of the world’s best golfers Rickie Fowler, Jordan Spieth, Rory McIlroy and Henrik Stenson for a ‘Rider Cup’ special. H+K used innovative technology of the Golf Board, to stage a Team USA vs Team Europe race to complete the fastest hole. +With just one hour of time with these golfers, H+K produced a wealth of photo, video, media content that achieved over 6 million online impressions worldwide:

  • Branded imagery from the race gained 144 pieces of coverage globally across print, broadcast and online.
  • Social media content delivered over 3.5 million video views across Facebook and Twitter. Players themselves posted branded images from the race to their own channels and behind-the-scenes content video performed nearly as well as the video of the race itself. +This not only demonstrated the strength of the tournament to new global audiences, but also the truly unique access HSBC has in the world of golf and how it uses that access to open up the sport of golf.
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