[internal company event / convention]
37th European Championship Rotary Golf Objective: the goal was to get at least 200 participants from 20 countries. Since it was the first time for Estonians to host a competition of such scale, the aim was to stand out and leave a positive impression. Creative idea and description: considering the 50+ age of the target group, it was necessary to find a solution that would be worth talking about and would create emotions afterwards. Thus we organised different receptions and thematic evenings (e.g. in Rocca al Mare Open Air Museum) every evening on four consequtive days to prepare the ground for livelier interaction and to introduce Estonian life and culture. The competition was held in two locations at the same time: on Niitvälja and Jõelähtme golf courses during four days. The culmination of the competition was a half-hour musical staging, specially created for the event by Neeme Kuningas, a renowned Estonian opera producer. To the best of our knowledge, opera ‘Fore’ is the first opera in the world about golf. It was performed
during the closing ceremony at the Estonian National Opera by our top singers – Rene Soom, Hanna-LiinaVõsa, etc. Media Mix: pre-advertising of the golf tournament began already 4 years ago in 2007, among Rotarians in the UK, Turkey, Norway, Switzerland and also Estonia. For this purpose we produced so-called birdie (scoring 1-under par) bottles of ‘Vana Tallinn’ liqueur, which were branded with the logo of the competition and the favourite phrase of Estonians ‘Terviseks!’ (‘Cheers!’), and which we gave to potential participants to arouse interest. Results: all in all, 214 members from 21 European countries participated in the competition. Event won main prize Golden Egg at Estonian National Marketing Awards. The President of Estonia Toomas Hendrik Ilves honoured the event with his meeting with Rotarians. Golf opera received standing ovations!
[ DATA SHEET] Country: Estonia Organiser: Event Masters OÜ Client: Rotary Club's Date: June 27th-30th, 2011 Target: 200 participants from 20 countries Location: Niitvälja and Jõelähtme Golf, Swissotel Tallinn, Estonian National Opera and Estonian Open Air Museum Budget: up € 100,000 to € 200,000
Published on Dec 12, 2012
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