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BMW New Zealand Open

  • Scope: Brand Strategy, Design Direction, Brand Activation

  • Hybrid Content:

Brief


With the addition of BMW as the headlining national sponsor for the New Zealand Open golf tournament, we were presented with a unique brief of integrating the luxury auto brand into the emerging luxury destination event that is the New Zealand Open. After supporting the event last year with visual, interior and brand direction; we welcomed the opportunity to return and bring a global level of creative direction to all event promotions, collateral design, interior design and global media rollout.

Discovery


We explored the national brand initiatives of the BMW group and most importantly, redefined the goals of the golf tournament. Our aim was to create a new brand identity for the tournament that reflected its emerging ambitions in the international community; and to put hyper focus on the high-end, aspirational aspects of not only the sport; but the experience and incredible atmosphere that is Queenstown. We sought to include more highly art-directed imagery and a strong, more vibrant colour palette into the design work. Additionally, we worked through crafting clear brand positioning with all the outbound copywriting used for every piece of media rollout and event promotion.

Solution


We are currently rolling out the partnership for the 2015 BMW New Zealand Open. The tournament begins in early March; so feel free to join us in Queenstown. After the culmination of the event; this section will be updated with images and more information about the success of the event and the proceeding campaign materials.