Onsite marketing activities include exhibits and branding bus
operations. Effective brand building via TV coverage, The Open’s
official site and social media channels.
SEOUL, South Korea–(BUSINESS WIRE)–#theopen2016–On July 7, 2016, Doosan Chairman Jeongwon Park announced the company’s
continued role as an official patron of The Open Championship (also
known as the British Open) for 2016, as well as a wide array of related
online and offline branding campaigns to be carried out in the United
Kingdom and around the world.
The Open is one of the four major championships in men’s professional
golf. This year, The Open will be played at Royal Troon Golf Club in
Ayrshire, Scotland, from July 14 to 17.
During the tournament, Doosan will install an exhibition stand at the
event venue and promote Doosan’s main businesses — including power
plants, desalination plants, fuel cells and construction equipment — to
the visitors. The company also plans to increase Doosan’s brand
awareness via “branding buses” featuring the Doosan brand identity
inside and around the venue.
Doosan’s sponsorship of The Open has proved to be highly effective in
raising its brand awareness. Repucom, an independent brand analysis and
research agency, assessed the monetary value of the exposure achieved by
Doosan’s on-site signage on the teeing ground and other advertising via
worldwide television coverage at around $11.3 million (8.5 million
pounds) every year. Last year, The Open was broadcast by 103
broadcasters to 505 million households worldwide. Meanwhile, the Doosan
logo gained 117,171 seconds of brand exposure.
Brand building through the internet and social media turned out to be
especially effective last year. The Doosan logo placed on the lower end
of The Open’s official site attracted about 46.9 million views. The
“Doosan Shot of the Day” videos, featuring the most memorable shot of
each day captured during the tournament period, were viewed by more than
32,400 people on the tournament’s official site and about 860,000 people
via its official Twitter® and Facebook® pages.
To help nurture young talented golfers, Doosan has invited two golf
prodigies each from the U.K. and Korea, and will host a friendly match
at Royal Troon Golf Club on the day following the tournament.
After signing the first sponsorship agreement in 2010, Doosan signed a
five-year extension with The Royal & Ancient Golf Club (The R&A) until
ABOUT DOOSAN INFRACORE CONSTRUCTION EQUIPMENT AMERICA
Infracore Construction Equipment America, headquartered in West Fargo,
N.D., markets the Doosan brand of products that includes crawler
excavators, wheel excavators, wheel loaders, articulated dump trucks,
material handlers, log loaders and attachments. With more than 160 heavy
equipment dealer locations in North America, Doosan is known for an
unmatched dedication to service and customer uptime, and durable,
reliable products. Doosan is fast becoming a global force in heavy
construction equipment. Doosan Infracore Construction Equipment America
is a subsidiary of Doosan Bobcat Inc. For more information on Doosan
products, visit DoosanEquipment.com.
Twitter is a registered trademark of Twitter Inc.
Facebook is a
registered trademark of Facebook Inc.
For Doosan Infracore Construction Equipment America
Ryan Johnson, 515-557-2062