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July 28, 2009
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Japanese electronics firm promotes golf tournament sponsorship with integrated campaign




Sporting events are still a major pull for corporate sponsors, and technology company Ricoh Japan is putting its name behind the Women’s British Open golf tournament, which runs from 30th July to 2nd August.

The sponsorship campaign is being supported by a targeted ambient media activity in London and Manchester, run by marketing agency Haygarth. This is, in turn, being promoted by a public relations campaign, which also aims to raise awareness of the new dedicated website, www.ricoh.com/golfsolution, which has been developed by JWT Japan. The site features some video golf tips compiled by golfing professionals on how to deal with challenging shots.

The ambient media activity features life-sized cut-outs of well-known female golfer Paula Creamer, ‘the Pink Panther’, dressed in a business suit, which are popping up all around busy urban commuter areas until early August.

One extra Paula cut-out will be appearing on a branded moving truck to create further interest.




Paula Creamer: Ricoh Japan's poster queen


PR promotions are appearing in all major regional press and online titles, with the opportunity to win a Ricoh digital camera. There are further chances to win cameras online if people manage to spot the one special cut-out of Paula in a pink outfit.

“We’re delighted to be working with Haygarth to help raise awareness of Ricoh’s sponsorship of the Women’s British Open and new dedicated website,” said Tim Lemon of JWT Japan. “This is the first ambient media campaign that has been undertaken and, coupled with the targeted PR activity, it will create increased talkability among our core target audience.”


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