BACKGROUND

The Claret Jug, also known as the Golf Champion Trophy, is engraved with The Open winner’s name, year, location and score before being presented to the winner each year. The tradition of engraving The Open winner’s name on the Claret Jug is one that dates to 1872. It is carefully done by hand at the completion of each year’s event by Garry Harvey – a second generation engraver who works just off the 18th green at a pace of roughly 15 seconds per letter.

OVERVIEW

CLAMOR launched a nationwide tour to raise awareness about the Claret Jug in America and ultimately drive tune-in for the 146th Open at Royal Birkdale. The tour, making stops at over 50 events in 15 key markets, revolved around a 10’ tall replica of the Jug’s base that fans could climb atop to view the trophy. Additionally, consumers could engrave their own branded keepsake ball markers using mallets and metal stamps provided.

Traveling in a branded sprinter van, the structure was displayed to thousands of consumers at food and wine festivals, golf courses, partner offices, training facilities, sporting events and popular tourist destinations.

In addition to getting photos taken and the opportunity to engrave a ball marker, consumers also had the chance to try out custom made golf club selfie sticks and enter a sweeps for weekly prize packs.

RESULTS

- 15 Markets, 55+ Events, 13,000 Miles

- 10,000 consumer ball markers made

- 6,700 individual consumer and influencer photos taken with Claret Jug

- 20,000,000 Twitter reach

- Total Event Foot Traffic 237,705

- Total Impressions: 100,000,000+