Agency: Wieden + Kennedy London
Client: Welsh Assembly
Wieden + Kennedy London has created a portfolio of campaign materials for The Welsh Assembly Government, to celebrate Wales hosting The Ryder Cup for the first time in the tournament’s history.
The integrated campaign is made up of many elements, including films, TV idents, print and branding on the road to the tournament, at the host city Newport and at the course itself, at Celtic Manor.
The campaign delivers a complete Ryder Cup experience, and celebrates the real people of Wales, highlighting what it means to them to host the world’s biggest golfing event.
The 40” TVC ‘Golf As It Should Be’, written by Shay Reading, represents Wales’ unstuffy positioning on golf, that as well as being a competitive sport, it is also a warm, welcoming and social game to be enjoyed between mates.
The four golfing friends are seen on a putting green on the stunning coastal golf course at Nefyn, their banter and reactions captured are all genuine. The film will run on NBC America and on Sky Sports in the UK for the duration of the tournament.
In addition to the ‘Golf As It Should Be’ activity – W+K has created a three minute doc called, ‘Our First Ryder Cup’, also written by Shay Reading which features a range of people, young and old, who are involved with the sport, filmed around the many beautiful courses In Wales, talking to camera about how special it is that the tournament is taking place there.
The film also features Carwyn Jones, First Minister of Wales, Matthew Rhys, the successful actor, currently appearing in the American series ‘Brothers and Sisters’, Lions rugby legend Gareth Edwards and comedian Rhod Gilbert, who has been the voice of Visit Wales’ advertising in the past.
They all speculate on the significance of Wales being the host nation for such a huge event for the very first time.
The film is running at the opening ceremony at the Millennium stadium, S4C and around the Twenty Ten Course during the Tournament.
W+K has also created 42 TV idents For Sky Sports, which again feature people from all over the country. They are each filmed holding the Ryder Cup trophy, expressing their feelings about the fact one of the biggest, global, sporting events has come to Wales. One includes a proud Craig Bellamy, returned to Cardiff, from Man City. These will run all week around the extensive Sky sports coverage.
The print element of the campaign includes mega posters on the Hammersmith Flyover on the way out of London, which herald Newport the host city as a ‘business and sporting destination’. W+K also gave Newport City Council copy lines, which they used in an outdoor campaign of their own.
On the way to Newport, on the approach to the toll booths on the M4 there are huge branded flags for the European and US teams, as well as flags bearing the Welsh Ryder Cup logo. The Severn Bridge itself has also been branded, together with messages at the tollbooths, with barriers being dressed as golf flags that lift up and down.
Finally, The Welsh Assembly has created branded supplements showcasing Newport’s heritage which will run in The Times and The Financial Times. The supplements include press ads created by W+K.