Golfing to Build Community

Midland, Michigan

Situation

The inaugural 2019 Dow Great Lakes Bay Invitational was a week-long celebration unlike any other tournament on the LPGA tour. 142 of world’s best female golfers competed in a 72-hole, team event with each team comprised of two players. The competition generated $10-$12 million in economic impact to the Great Lakes Bay Region.

Solution

Britten created unique branding elements and key focal points for the internationally televised Golf Channel which increased golf engagement with unique, onsite experiences–namely the Welcome Center and a portable STEM Learning Center for younger fans of sports and science.

Impact

Sculpted hashtag letters, event logos, and selfie-signs were broadcast over social media and throughout the world during competition coverage. The STEM in Sports Center hosted more than 2,000 students and provided engaging, hands-on experiences in the areas of science, technology, engineering, and math as they relate to golf, baseball, hockey, tennis, and racing.