Acing NTT DATA's activation at The Open Championship
NTT DATA is a global consulting and IT services company with a long record of supporting innovation in telecoms. As a longstanding sponsor and IT provider for The Open Championship, it has used the event to show fans its technology at work.
Challenge
For the historic 150th Open at St Andrews, NTT DATA aimed to:
- Show the value of its partnership with the event organiser.
- Highlight how NTT DATA's technologies supported the fan experience.
Strategy
Resonance built a content, PR and social media plan to:
- Make NTT DATA's sponsorship and technology as visible as possible.
- Position NTT DATA as a leader in using data to transform the fan experience.
Execution
- Created content including landing page materials, press releases, a media alert, an eBook, and blog posts.
- Hosted a virtual media briefing for journalists across Europe to show NTT DATA’s new technology.
- Arranged on-site engagements with four key EMEA journalists.
- Published 28 LinkedIn posts to build awareness and start conversations online.
Results
- Total media circulation reached over 12 million UMV, including a live Sky News interview at The NTT DATA Wall.
- NTT DATA’s technology was recognised internationally, which strengthened its reputation for fan engagement at major events.
