Volvo Brings Golf To The City

Volvo Car UK has advanced its strong, 16 year association with golf by building an interactive golf challenge, which will begin in London later this month.

The concept is designed to stretch Volvo’s established association outside of golf’s traditional target markets and provoke interest from those that have a passive interest in the sport.

The Volvo Urban Golf Challenge is a fun, chipping game that employs the latest in golfing technology supplied by World Golf Systems, which monitors ball distance, target accuracy and presents this information on bay-side plasma screens. Participation is free and allows entrants to compete for some fantastic prizes supplied by Volvo and the event partners: Top Golf, Ping and Galvin Green.

London’s square mile will be the first venue for the Volvo Urban Golf Challenge and will be based at the Broadgate Arena for a week from 23 to 27 June and will be open from 11:00am-9:00pm.

Volvo are expecting many of the City’s frustrated golfers to enjoy the concept as well as those that have never had the opportunity to play the game. PGA professionals will also be attending and will provide expert tuition to those that wish to participate.

James Kendall, Sponsorship Manager of Volvo Car UK, said of the concept: “Our sponsorship of golf is well established, but bringing the game to people that may not have the opportunity to play or learn the game achieves our aim to take the sport and our association with it to a new audience.”

Volvo is adopting a non-traditional media campaign to support the event primarily focused within the 1-mile radius of the selected venue. The campaign devised by MindShare targets city workers via outdoor, ambient and directional methods – billboards, tube panels, branded golf balls, bar postcards and branded rickshaws will all be employed within the campaign.

Published 4 June 2003 Melanie Carter

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