Landsec
Gunwharf Quays Art & Putt Retail PR Event
Gunwharf Quays Art & Putt Retail PR Event
- PR
Campaign snapshot
In summer 2024, retail outlet Gunwharf Quays hosted a custom-built nine-hole mini golf course, which took guests on a journey through art history by showcasing work from artists including Salvador Dalí, Keith Haring, Andy Warhol and Yayoi Kusama. Umpf launched a PR campaign which promoted the experiential event in the run up to its opening and throughout the summer.
Retail PR: How We Did It
We kicked the campaign off with a teaser press release ahead of its opening, followed by a ‘now open’ announcement. Due to its success, the event was extended a further three weeks, so the Umpf team issued a third release with a callout encouraging local community groups and charities to apply for free tickets for their team members, beneficiaries and families.
Our press office activity was supported by the launch of an AI stunt which depicted a golf flag on top of the Spinnaker Tower alongside official Portsmouth ambassador, @terencecarvalho90 – designed to drive social shares and media interest.
We also wrapped a golf buggy in a custom Art & Putt vinyl, designed by our in-house studio team, with the buggy being left on site all summer, offering visitors a standout selfie spot.
Finally, we coordinated six journalist visits paired with a complimentary meal at the outlet’s newest restaurant, Giggling Squid. Hampshire Media Group ran a ticket giveaway on their social media channels after posting their own review, encouraging local interest.
We also secured influencer visits from creators such as @hannahfgale and @busylittlelea. Each journalist and influencer received a golf-themed goody bag on arrival, containing branded Art & Putt golf balls and scorecards, alongside chocolate golf balls from brand partner, Lindt.
Retail PR: The Results
The Art & Putt campaign was a hole-in-one, delivering exceptional results and turning the activation into a city-wide talking point.
Across the duration of the campaign, we secured 53 pieces of media coverage, spanning regional press, lifestyle titles, and online platforms. This coverage generated a combined reach of over 21 million, amplifying awareness of Gunwharf Quays and positioning it as a destination for creative, family-friendly experiences.
Campaign highlights
53
pieces of coverage
21m
total reach
1
AI stunt