Situation
Magnificent Moments is one of the official charitable fundraising campaigns for the 2012 Ryder Cup.  Occurring throughout Chicago during the days and weeks leading up to the Ryder Cup Matches, it’s the once-in-a-lifetime personal experience that supports local Charities.  The Illinois PGA Foundation and the Ronald McDonald House Charities of Chicagoland & Northwest Indiana as beneficiaries of the Magnificent Moments campaign.

Objective
The goal was to create an awareness campaign to link Magnificent Moments, which includes two major events; Bagpipes & Blues-The official international Pep Rally event celebrating the Ryder Cup Matches feature a perfect cocktail of Chicago style food and music at one of Chicago’s premier destinations…The Field Museum and Tartan Art, which is a unique outdoor art exhibit feature custom designed giant golf balls that adorn Chicago’s Magnificent Mile on Michigan Avenue.

Solution
Through the development of media releases and specific storytelling opportunities we were able to create a buzz for the Ryder Cup in downtown Chicago and to optimize the charitable contributions for the two participating charities.  We leveraged the fact that the Ryder Cup Matches were sold out and redirected the attention to the Magnificent Moments campaign events.  The story telling helped to articulate the shared visions of the program, focusing on the magnificent people and places affiliated with the overall Magnificent Moments campaign.