Top Five Activations
Over the years we have been lucky enough to work with some of the worlds biggest brands and deliver activations at some of the world’s most renowned events. Sometimes in the busyness of designing, building, delivering, evaluating and then moving on to the next project you forget to take a moment and go, wow – that was pretty epic..
In this blog we take a look at 5 of our favorite activations over the past couple of years. Don’t get us wrong, there are a hell of a lot more – we just cherry picked some of our highlights – enjoy!
US Open Tennis | 2019 | New York
What did we like about this one? The simple answer is lots! Those of us who work in events are a unique breed, we like a puzzle and thrive under pressure, so building a Fan Zone overseas is an exciting prospect for any Production Manager. This activation was great as the whole zone was focused on kids and getting them in to sport, so presented a fun element to the design process and allowed us to think (and sometimes behave) like children when coming up with ideas! Another big part of a project like this is getting the right Event Management team in place – you need a core team who can inspire and support the wider team, as on a Fan Zone like this that would run across a week you are going to have a lot of staff and volunteers to manage.
You can learn more about this Fan Zone in the Our Work section.
The Long Putt | To many years & locations to remember!
It is a classic! Everyone loves the Long Putt, it is a fan favorite in any event village. We have built and delivered these to be the center piece in a village or as an engagement piece for a tournament downtown.
We are going to focus on the BMW PGA for this though. It has stood in the center of the village for several years now. We have designed this to mirror the famous holes on the Wentworth courses to give fans the opportunity to play like their heroes! At this event, the Long Putt usually belongs to the tournaments charity and they ask for donations from fans to try and get a hole in one. This activation has enabled charities to raise thousands of pounds for worthy causes. It also holds a special place in our hearts as it was one of the first additions when we started to develop our activations – it has had many iterations over the years – starting just as a rolled out mat on the floor!
Premiership Rugby | 2019 | Twickenham Stadium
What an event to be involved with – the final of the Premiership at Twickenham! We have supported this event for the past few years, and it gets bigger and better each time. We love having the opportunity to work with the sponsors and the tournament to create a showpiece Fan Zone for the rugby fans. There are so many things that make this special – from the swan dive, the tackle evasion challenge, to the photo op with the trophy – that thing is BIG! It is a great event that attracts thousands of people in a very short space of time. There is a lot to think about around the flow, the timings, and the safety of everyone. Another great part of this Fan Zone is the ability to include player appearances – always a fan favorite.
Arnold Palmer Invitational | 2019 | Florida
As a company with its history deeply rooted in golf, activating at the Arnold Palmer Invitational is a pretty big deal.
Having the opportunity to work with the Arnold Palmer Foundation to design and deliver a Fan Zone for Arnies fans was a proud moment. Thinking about a way to engage with new fans and teach them about his legacy and entice and interest his long-standing fans was a great place to start when thinking about what to design.
We know we talk about it a lot – but come on, it was pretty epic!
Callaway | 2019 | USA – multiple locations
We activate all over the world, and particularly in the USA. In 2019 we worked with big name golf brand Callaway to launch their new range of clubs via a road show to get clubs in the consumers hands.
As well as designing an engaging area, and planning the builds, this project also needed a full logistic schedule. We love a challenge and our USA team delivered a multi-stop stop roadshow seamlessly.. anyone that works in events knows that 90% of the work is done before that first build day.. a lot of planning and scheduling went in to this one, making sure staff knew where they were going (google maps at the ready), hotels booked, build days planned, who were they meeting on site.. the to do list is never ending but the team smashed it, Callaway loved it and we still talk about it!