Campaign Overview
The Open – Championship Soundscape campaign, fronted by Ryder Cup player Andrew Coltart, created a first-of-its-kind immersive audio experience to showcase the excitement and atmosphere of the tournament. By translating live golf action into stories journalists could easily tell, the campaign provided audiences with a fresh way to experience the event. Coverage highlighted not just the championship itself, but also the creative approach behind it, demonstrating how experiential storytelling can drive national interest. This approach generated strong broadcast pickup across TV and radio, reinforcing The Open’s prestige and demonstrating the power of creative campaign content.
Strong Results in Context
This campaign achieved wide-reaching national and regional impact:
- Delivered 328 broadcast opportunities reaching over 114 million people, demonstrating the scale and relevance of the story
- Secured national TV coverage including Sky Sports, providing a high-visibility platform for the campaign narrative
- Achieved widespread BBC regional radio coverage, ensuring the story connected with audiences across the UK
- Extended reach via radio news wire distribution, amplifying coverage in regional markets
- Interviews consistently highlighted the innovative soundscape approach, reinforcing the championship’s premium positioning
Audience Insight
- Golf participation is up over 50% since 2019, showing a growing audience for related coverage
- The championship generates £187 million in economic impact, underlining national significance
- 5.6 million people in the UK and Ireland play golf, demonstrating wide audience appeal
- Younger audiences were particularly engaged, highlighting the campaign’s ability to resonate across demographics
- The soundscape allowed listeners to experience the event vividly, enhancing audience connection
The Challenge
- Needed to build momentum ahead of the event in a crowded sporting media calendar
- Translating a live event into broadcast-friendly content while preserving excitement
- Coordinating national and regional TV and radio coverage simultaneously
- Ensuring the campaign message remained consistent across multiple formats and outlets
- Balancing innovative storytelling with clear audience takeaways for journalists
