The Fatima Bint Mubarak Ladies Open
In 2019, The B Collective managed the communications for the the Fatima Bint Mubarak Ladies Open. With a revised event format and new date, preceding the Gary Player Invitational, the event needed a communications strategy that would foster ongoing support beyond 2019 and create a long-lasting legacy. Add in the fact that the event was taking place during the widely covered Asian Football Cup and there was no shortages of challenges.
To ensure positive and impactful communications, we worked closely with the Abu Dhabi Sports Council and event organisers Wasserman to develop strong key messaging relating to the new event format and date.
An integrated campaign called #ThisGirlGolfsUAE was created to celebrate women golfers and inspire the next generation online and off. We also moved beyond sport media to engage with key news, women’s and lifestyle media to highlight all angles.
During the event we worked closely with the Ladies European Tour and other partners, including sponsors to ensure a steady stream of stories online through social media and through traditional media channels.
Through content creation, traditional and social media, the result was over 180 pieces of English & Arabic coverage, local and international that achieved over 103 million impressions. 184 social media posts also resulted in over 14500 engagements and a reach of approximately 500,000 people.