Holden sponsor the PGA Championship at Remuera Golf Club in Auckland. We were asked to design and dress a temporary marquee structure in the middle of the course. On previous years, the tournament had been quite corporate and simple in its offering. This year, our client Synergy Communications wanted the space to appeal to a wider demographic and inject a little personality into proceedings whilst still being brand aware.
So, we created a pop-up experience, which included a bar similar to what you might find in Auckland’s CBD, a mini putting green as well as images of classic and contemporary Holden cars.
The challenge was to avoid being too brand-heavy, and create a top-end look without alienating others who had already purchased a Holden vehicle.