2001 Australian Open Golf

The world’s largest sports and entertainment management company, IMG contracted BAM Media to manage media and publicity for the 2001 Australian Open Golf tournament at the Grand Golf Club on the Gold Coast.

When BAM began working on the event, it was facing some significant challenges. Despite attracting the majority of the world’s top 20 players at the time, there was a perception that the venue was sub-par for an international championship tournament.

The program BAM Media designed and implemented was built around changing perceptions of the venue and attracting media and fans from all over the world, whilst assisting stakeholders to achieve their key objectives.

A hole-by-hole analysis was conducted and distributed among key media, as well as one-on-one contact developed with the majority of major players to promote their attendance and participation.

Government relations formed a critical component of the program. Tourism authorities – at local, state and national level, as with many others, were inwardly doubting the viability of holding the event at the venue.

The Australian Open attracted in excess of 300 accredited journalists from around the world, which BAM hosted in the Media Centre that it designed and managed.

A number of media calls with leading players built profile for the tournament. Achieving the highest rate of pickup was the construction of a golf hole on Surfers Paradise beach. It was attacked by then emerging Australian player, Adam Scott.

The imagery of Scott teeing off on the Surfers Paradise beach was beamed around the world and thus delivered in connecting the Australian Open with the Gold Coast and Queensland. It therefore met the objectives of domestic and international tourism organisations.

RESULT:
BAM Media successfully turned around the negative perception of the Grand Golf Club as a venue to where it produced one of the most successful tournaments in Australian Open memory – won by Stuart Appleby.

It delivered one of the strongest media results both domestically and internationally since the tournament’s inception and crowd-wise, still stands as one of the best attended golf events in Australia.