REDDOOR54 RE-IMAGINED THE SPECTATOR VILLAGE EXPERIENCE AT GOLF’S NEWEST HIGH-PROFILE CHAMPIONSHIP.
Appointed to inject a new level of creativity, entertainment and education, RedDoor54 developed a concept to unite and engross the community, creating interactive zones targeting a wider audience segment.
The objective was to drive footfall to the Golf Championship – targeting the Jeddah local community and event partner guest networks. In addition the village was tailored to accommodate the concert footfall (over 30,000 cumulative fans) – creating high-energy light shows and unique acts as part of the welcome.
As part of the ambitious Vision 2030 plan, sports events are tasked with captivating audiences, introducing new skills and experience to enrich a higher quality of life. To this end the activation was a great success, providing the people of Saudi Arabia a taste of golf, high-tech games, E-Sports and future initiatives.
The centerpiece was the ‘Performance Zone’ that towered over the village – promoting Golf Saudi’s national development programme and brining all aspects of the game to the people.
Special tactics were adopted for pre-event promotions – creating bespoke mobile activations on the Jeddah Waterfront and KASC Stadium.