The launch of Callaway Golf’s X Hot range at an invite-only event attended by Melbourne’s sporting and celebrity elite and held at Albert Park Golf Course. Featuring former world long-drive champion Joe Miller, the event highlighted Callaway's strategy to own ‘distance’ in the golf industry.
We worked with the Callaway team to enhance their initial launch concept of a ‘tee’ party. This included overall event strategy as well as design and end-to-end management of the event, budget and all third-party suppliers to produce a combined live golf competition and red-carpet cocktail party in one.
Upon arrival at the clubhouse, guests with Champagne in hand were escorted to the event space in a convoy of golf carts, before walking the red carpet and joining the launch celebrations with beats provided by iconic DJ, Grant Smillie. As dusk settled the fairway lit up, featuring Melbourne’s skyline as the stunning backdrop. Competitors including Harry Kewell, Kris Smith, Jimmy Bartel and Brendon Goddard battled it out for the longest distance hit using the X Hot clubs, before champion Joe Miller showed them all how it’s done with some big hitting and theatre to boot.