Telling DP World’s Brand Story Through The Ryder Cup
In 2023, I worked across DP World’s worldwide partnership with the Ryder Cup, taking place in Rome that September. I delivered comms around the partnership across a variety of channels, serving both brand and commercial objectives.
Activating the partnership
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Driving mass brand awareness
Through a strategic approach of media partnerships, influencer collaboration and paid media delivery, we ensured DP World’s brand was front and centre for golf fans as they engaged with The Ryder Cup across broadcast, digital and print.
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Proof point and thought leadership delivery
Telling the story of DP World’s role in the delivery of the Ryder Cup through a combination of owned and partner content, utilising the proof points to create bespoke thought-leadership for DP World’s SLT to share across their LinkedIn profiles.
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Support and capture of the on-site guest program
On-site at Marco Simone, I worked to amplify DP World's brand presence and deliver assets for the VIP guest experience.
Brand awareness
Sky Sports Golf TV Show
Overview
A Sky Sports preview show featuring presenter Nick Dougherty and former Ryder Cup captains Colin Montgomerie, Thomas Bjørn and Paul McGinley. The show was branded and the format dictated by brand messaging.
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Watch the show here.
New TVC
Overview
Collaborating with a partner production agency, I worked across the creation of a new TVC, utilising contractual access to archive event footage, that was used across broadcast, socials and on-site screens.
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Watch the ad here.
Influencer Collaboration
Overview
Partnering with influencer and CNN golf presenter, The Jazzy Golfer, we co-developed several content pieces for her channels. These made reference to DP World's business, whilst remaining highly relevant for her golf-focussed audience.
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See Jazzy's content here.
Proof point content
Partner Content
Overview
I worked closely with the content team at Ryder Cup Europe on the delivery of the contracted partner content, showcasing the ways in which DP World were helping to deliver the event.
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Owned Content
Overview
We captured content with various tournament suppliers, illustrating how DP World's operations were key in facilitating their various roles in making the Ryder Cup possible.
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SLT Thought-Leadership
Overview
Using proof-points gathered from the rights-holder and suppliers, we created bespoke content for SLT members touching upon relevant aspects of the business to each member.
Capturing the on-site program
VNR Capture
Working with a partner agency, we produced Video News Reels from the event that featured DP World's brand presence. This content was picked up and used across 26 markets, including by BBC News, CNN, FOX Sports, SuperSport and ESPN.
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Talent Management & Interviews
Across tournament week we hosted and captured content with various talent and partners, including Lando Norris and Zak Brown of McLaren F1 and Former Ryder Cup captains Sir Nick Faldo, Thomas Bjørn and Paul McGinley.
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Guest Deliverables
I managed the capture of assets that were used to enhance the experience of VIP guests, including individual highlight reels from a DP World Golf Day and photography of the wider guest programme.