R&A has unveiled the world’s first ‘playable golf billboard’
1 August 2024, Edinburgh, Scotland: The R&A has unveiled the world’s first ‘playable golf billboard’ at Edinburgh Waverley Station to allow fans to experience playing the par-3 8th hole of the iconic Old Course in St Andrews, host venue of this year’s AIG Women’s Open.
As part of AIG Women’s Open new ‘Never Stop Playing’ campaign, the activation aims to elevate the excitement of golf for fans. This innovative billboard transforms into a golf simulator, offering an engaging opportunity for both new and longtime fans to connect with the Championship in a fun and interactive way.
The R&A has created this playable billboard to re-imagine how golf enthusiasts engage with the sport, while also promoting the upcoming AIG Women’s Open, which will be held at St Andrews from 21-25 August 2024.
Fans can step up to the billboard, grab a real club and ball, and take a swing like never before. The technology employs cameras to track the player’s velocity, arc, and direction, digitally encoding the swing in real-time to show where the ball will land on the virtual par-3, 8th hole. Players will be captivated as they watch the ball fly across the LED screen, displaying its arc and flight path towards the target.
With a real-time leaderboard tracking nearest to the pin shots, participants can compete in a fun golf challenge. Those nearest to the pin will receive an exciting prize from the AIG Women’s Open: a pair of Sunday tickets and a chance for the winner to be an official walking scorer for one of the groups during the final round at St Andrews.
Not just for avid golfers, those keen to take their first ever golf shot can also win prizes in the furthest from the pin challenge.
Zoe Ridgway, Championship Director of the AIG Women’s Open at The R&A said, “This activation brings the excitement of golf to a whole new level, allowing players to experience the thrill of golf in a fun and interactive way. As part of our new ‘Never Stop Playing’ campaign, we are giving both new and longtime fans the opportunity to engage with the AIG Women’s Open like never before, reaching new audiences and enhancing their connection to golf.”
Georgia Hall,2018 Women’s Open champion, said, “This looks like such a fun and innovative concept from The R&A. The playable billboard is a brilliant idea to introduce more people to golf and get them excited about the AIG Women’s Open. It’s initiatives like these that will keep our sport growing and evolving.”
Designed to resemble a traditional advertising billboard, this innovative attraction offers a unique and eye-catching experience for golfers of all skill levels. Whether you’re a seasoned pro, a casual player or a first time golfer, the playable billboard promises a one-of-a-kind experience.
The R&A will compile all the shot tracers from the day’s play onto the billboard screen at once, creating a stunning visual display. This impressive feature highlights the relentless passion and continuous engagement of golfers, showcasing how they ‘Never Stop Playing’.
