The launch of Callaway Golf’s X Hot range was a 400 person invite-only event attended by sporting and celebrity elite at Albert Park Golf Course. The direction was to create an event showcasing the new X Hot range, being reflective of Callaway’s position as a youthful, contemporary and highly aspirational brand.
Our role was to work with the Callaway team to enhance and bring to life their initial launch concept of a ‘tee’ party. This included overall event strategy , design, end-to-end event management, budget and third-party suppliers to produce a combined live golf competition and red-carpet cocktail party.
We took over Melbourne’s iconic Albert Park golf course on a Friday evening to build a customized event marquee inclusive of full flooring, tiered viewing platforms and overall event infrastructure in the middle of the course. The event overlooked a 450-metre fairway, ensuring excellent viewing of the competition for guests.
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. As dusk settled the fairway lit up, featuring Melbourne’s skyline as the stunning backdrop. Competitors including Harry Kewell, Kris Smith and Jimmy Bartelbattled it out for the longest distance hit using the X Hot clubs.
Creating a stylish and premium event space on a golf course poses its challenges! We needed to build the entire infrastructure. Everything from flooring, furniture, toilets, bar, AV, lighting to catering stations. All without damaging the course itself. In partnership with Albert Park Golf Course, Parks Victoria and third-party suppliers; teams were meticulous and the grounds were left in pristine condition.
Without existing power access, lighting up the 450-metre fairway and registering accurate shot distance was another challenge. Portable light towers and distance markers lined both sides of the entire fairway and ten strategically placed judges with microphone communication to the event’s technical desk, were able to announce shot distance in real time. From the technical desk effect lighting would signify the appropriate distance on course, while simultaneously being able to bring up a distance graphic onto the various display screens for the audience.
This event achieved powerful brand awareness, leaving no doubt that Callaway not only goes the distance, but is the coolest golf brand on the block and has the celebrity and sporting kudos to support it. The event received national print and digital exposure including over 2 million twitter views.