In 2017, The Presidents Cup, a biennial golf tournament that pits the U.S. team vs. a team of international players‚ came to the Greater New York City area—Liberty National Golf Course in Jersey City, to be specific. Citi celebrated the event with an enormous local awareness campaign that featured billboards, transit hub takeovers, ferry wraps, and a number of on-site activations.
PRINT & OOH
NYC isn't exactly known as a golf mecca, so our concept celebrated "golf, New York-style," and featured the juxtaposition of golfers and images of the city—skylines, landmarks, and street scenes.
Headlines employed this juxtaposition as well, and were often contextually relevant to their location or medium.
Of course, we designed a special Presidents Cup edition Citi Bike.
THE 44-MILLION YARD CHALLENGE
To celebrate The Presidents Cup's charitable impact around the world, we teamed up with the PGA Tour to create "The 44-Million-Yard Challenge." New Yorkers were challenged to drive a virtual golf ball around the world by combining their drive distances at golf simulators around the city. Proceeds went to local charity No Kid Hungry. A spot featuring golfer Justin Thomas invited golfers of all skill levels to participate.
EXPERIENTIAL / PRESIDENTS CUP FAN EXPERIENCE
During the week of the tournament, the Oculus at World Trade Center hosted an enormous fan experience that featured golf simulators, putting greens, a 4D immersive dome, meet-and-greets, autograph signings, international cuisine, and more.
EXPERIENTIAL / AT THE TOURNAMENT
Onsite activations featured much of the same, with three custom-built and branded Citi destinations: The Citi Cardmember Lounge, The Citi Chalet, and The Citi Interactive Zone.
For the record, the U.S. Team won the tournament, with a final score of 19-11.