May 3rd, 2018
PORTFOLIO > THE TRIBUTE EXPERIENCE ZONE
Founded in 2013, the LPGA Volunteers of America Classic hosts hundreds of female golfers every year. Executives named the Old American Golf Club in The Colony, Texas the tournament’s permanent venue in 2018. As the first, and only, course in the state to host an LPGA event of this caliber, advertisers of every kind seized on this high-profile promotional opportunity. They included property developers working on “The Tribute”—a planned residential community central to the course. They looked to Britten to produce a branded environment that advocated for the new properties, the tournament, and the city.
To maximize engagement of fans, The Tribute developers decided to rent a pair of 20’ BoxPop® containers that would house fans viewing the 1st hole of the competition. Britten’s print team then produced dozens of promotional banners, signs, and decals that completely covered the interiors and exteriors of the containers. Using 3D modeling technology, designers crafted one 48” foam golf-tee-and-ball combo that affixed to the top of one pop-up container. A few days before tee-off, Britten’s installation crew traveled to The Colony to set up The Tribute Experience Zone. After adding a portable staircase to one container for rooftop viewing access, the team constructed a fully-branded 4’X8’ truss system that served as the entrance to the activation.
Golf lovers from all over the world traveled to Texas to watch the LPGA pros compete in the Volunteers of America Classic. But the sport itself was not the only eye-catcher. The Tribute’s intriguing and colorful activation zone commanded attention over the course of the four-day tournament and showcased all the history, kinship, and Texas charm the local community has to offer.
To create something that’s Instagram-worthy, you have dig deep into the world of the brand and deliver real experiences that are interactive, meaningful, and fun. - Paul Britten, President at Britten, Inc.