Magners Golf Masters
OBJECTIVE
Magners Irish Cider wanted to bring together its rugby properties (London Wasps, Edinburgh Rugby and The Magners Celtic League) with their customers from both on and off trade accounts.
STRATEGY
Magners required a high quality event to pull together clients from across the UK. Research showed that a majority of Magners’ customers show an interest in golf. A celebrity golf day, utilising rugby players from Magners' teams, would provide an enjoyable event that the bulk of Magners’ customers would like to attend.
Logan Sports Marketing created the "Magners Cider Masters 2007."
IMPLEMENTATION
* A relaxed and informal approach was required for the day, and the Oxfordshire golf course was selected for its location, quality and on-course and club house flexibility
* 18 recognised rugby players captained each team, including Scott Quinnell, James Haskell, Damian Cronin, Kenny Logan, Fraser Waters and Will Green
* Quality merchandise and gift bags were provided for all participants, with superior prizes for the winners
* A post golf, 45 minute golf trick show demonstration was held
* A Magners drinks reception and dinner was held, followed by a pre-Rugby World Cup Q&A
EVALUATION & RESULTS
* Magners achieved the perfect platform to entertain their customers with a quality, relaxed and entertaining format
* 72 Golfers attended, representing 85% of the original invite list
* 18 team captains attended, including former International & British Lions representatives, along with players from Llanelli, Leinster & London Wasps . This was achieved during the Premiership season and during the build up to the Rugby World Cup 2007
* Each guest received a bag containing rugby apparel by Canterbury, including rain jacket, shoe bag, polo shirt and golfing essentials
* The awards and prizes included cut glass trophies and authentic signed merchandise, including London Wasps Heineken Cup winners signed shirts
* The trick shot golf entertainment integrated both guests and customers and provided lots of humour
* The post dinner Q&A provided an open and frank insiders' view on the pending Rugby World Cup