R&A “Never Stop Playing” campaign with pop-ups at iconic Scottish landmarks

Guerrilla Golf Campaign – Day 1 – 13.08.24 – Raymond Davies

Friday 16th August, Edinburgh and St Andrews, Scotland  – The R&A has continued to build on its “Never Stop Playing” campaign with a new and playful initiative that has seen golf terminology pop-ups at iconic Scottish landmarks.

This fresh chapter aims to heighten excitement for the AIG Women’s Open, which is set to take place from 21-25 August, 2024, at the historic Old Course in St Andrews. The latest activation cleverly merges golf with Scotland’s renowned sites, continuing to engage and captivate fans in the lead-up to the Championship.

Highlights

See Birdies

• Where: Edinburgh Zoo
• What: Adapted plaque at the flamingo exhibit
• Copy: “See birds at Edinburgh Zoo. See birdies at the AIG Women’s Open. St Andrews, 21-25 August. Never Stop Playing

Quiet Please

• Where: The National Library, Edinburgh
• What: Quiet sign
• Copy: “Quiet Please. Never Stop Playing. AIGWO”

The 19th Hole

• Where: Loch Leven Castle
• What: Makeshift tee box facing into the loch
• Copy: “Hole 19. 596 yards. Par 5. Never Stop Playing. AIGWO”

Chip Shots

• Where: Anstruther Fish Bar, St Andrews
• What: Signpost outside
• Copy: “World Class Chips ➡ World Class Chip Shots. ➡ Never Stop Playing. AIGWO

Guerrilla Golf Campaign – Day 1 – 13.08.24 – Raymond Davies

This pop-up initiative follows the recent launch of the world’s first playable golf billboard. Unveiled at Edinburgh’s Waverley Station on 1st August, this interactive billboard allowed fans to experience the thrill of playing the par-3 8th hole of the iconic Old Course at St Andrews, host of this year’s AIG Women’s Open.

Zoe Ridgway, Championship Director of the AIG Women’s Open at The R&A, commented:

 “Our latest activation is designed to infuse golf with a fresh and engaging twist, transforming iconic Scottish landmarks with golf-themed elements. As part of our ‘Never Stop Playing’ campaign, this initiative invites fans to see familiar sites through a new lens, amplifying their excitement and connection to the AIG Women’s Open.

“We’re thrilled to offer both new and long-time golf enthusiasts a unique way to experience the championship and celebrate the sport in a creative and memorable manner.”

Guerrilla Golf Campaign – Day 1 – 13.08.24 – Raymond Davies

Edinburgh Locations:

1. See Birdies

   – Where: Edinburgh Zoo

   – What: Adapted plaque at the flamingo exhibit

   – Copy: “See birds at Edinburgh Zoo. See birdies at the AIG Women’s Open. St Andrews, 21st-25th August. Never Stop Playing”

2. Ground Under Repair

   – Where: Victoria Street, Edinburgh

   – What: Fly posters on scaffolding/building sites

   – Copy: “Ground Under Repair. Never Stop Playing. AIGWO”

3. Quiet Please

   – Where: The National Library, Edinburgh

   – What: Quiet sign

   – Copy: “Quiet Please. Never Stop Playing. AIGWO”

4. Heavy Rough

   – Where: Carlton Hill

   – What: Sign in heavy rough at an iconic location

   – Copy: “Very heavy rough, recommended unplayable lie. Never Stop Playing. AIGWO”

5. Water Hazard

   – Where: The Water of Leith Walkway

   – What: Water Hazard sign

   – Copy: “95 yards to clear the water. Never Stop Playing. AIGWO”

Guerrilla Golf Campaign – Day 1 – 13.08.24 – Raymond Davies

Fife Locations:

1. The 19th Hole

   – Where: Loch Leven Castle

   – What: Makeshift tee box facing into the loch

   – Copy: “Hole 19. 596 yards. Par 5. Never Stop Playing. AIGWO”

2. Chip Shots

   – Where: Anstruther Fish Bar

   – What: Signpost outside

   – Copy: “Chip Shop ➡ Chip Shots. Never Stop Playing. AIGWO”

SOURCE: R&A