ASIA-PACIFIC, AUGUST 2010 – Global creative agency iris has been appointed to handle all above the line communications and campaign activation for the Barclays Singapore Open, Asia’s richest National Open. Event promoter World Sport Group has tasked iris with launching an integrated campaign, which will include TV, digital, print and online advertising, experiential and out of home, for the tournament, which runs from November 11-14.
This year’s campaign, ‘The Ultimate Challenge’, will see the world’s golfing giants pitched against each other, in a heroic, hyperbolic creative reminiscent of retro arcade games. It will target golf enthusiasts and the general public alike, conveying the excitement, adrenalin and almost superhuman talents that can be experienced at the tournament.
iris, which last year was responsible for launching a campaign to support the tournament, has been tasked with delivering a full 360 campaign including overall strategy and concept development, logo and key visuals. A three-day road show will take place to generate excitement and drive awareness of the tournament.
Chris Jordan, Senior Vice President, World Sport Group, Golf, said: “The Barclays Singapore Open is one of Singapore’s major sporting events. We believe iris’ campaign will drive ticket sales above and beyond previous years, as well as elevate the status of the competition amongst Singaporean consumers.”
Luke Nathans (in photo), managing director of iris Experience Singapore, said: “It is a pleasure to work with the World Sport Group again, on an event of such magnitude in Asia. It is also extremely refreshing to work with a client who isn’t afraid to challenge conventions in the area of sports event marketing. The event last year was incredibly successful we look forward to even greater success in 2011.”
iris’ award-winning Singapore operation, which launched in 2006 and serves as a strategic hub for Asia Pacific, is now a 60-strong office, making it one of the fastest growing agency networks in the region. The agency works with global blue-chip brands including Tiger, Heineken, Sony Ericsson and Red Bull.
