Golf Australia
The 19th Fan Village
We proudly partnered with Golf Australia to evolve the Australian Open experience – creating new ways to engage fans and boost attendance across the tournament. Powered by insights from our Decoding360 platform, we shaped a series of tailored days designed around key fan audiences.
"Golf Australia was proud to collaborate with MKTG to bring to life The 19th Precinct at the 2024 ISPS Handa Australian Open. From the beginning, the partnership was built on a shared vision to elevate the fan experience and provide an opportunity for partners to activate, with MKTG’s ideation of “The 19th” transforming the precinct into a dynamic and engaging hub for fans, enhancing the overall tournament experience. We are immensely appreciative of all the hard work of MKTG and our partners, who went above and beyond to ensure the precinct was a success." Antonia Beggs, Head of Major Events, Australian Golf.
"Together we have laid a strong foundation for future growth and we look forward to continuing our work with MKTG to elevate The 19th in the years ahead."
Approach
Our approach delved into the idea that casual fans and event goers want more from their event day, it is no longer enough for sport to be the only attraction to drive attendance growth. With this we saw an opportunity to build a destination with its own identity that could play host to new products. The 19th Fan Precinct turned a golf event into a golf experience. From concept, creation, execution and evaluation MKTG curated a unique and versatile event precinct that was strategically designed to host tailored experiences on specific days.
Results
That's 35+ live hours
4 Live tournament days
Fans to the precinct
14.5k+ visitors
Against a targeted 11 minutes average dwell time
24 minutes
