For Aberdeen Standard Investments (ASI), the decision to proceed with the 2020 ASI Ladies Scottish Open was not taken lightly. The safety and wellbeing of everyone onsite was our top priority and only when that was assured did we proceed. We felt it was important to honour our commitment to the event to help provide a vital boost to Scotland’s events sector, to show support through community and charity initiatives, and to underpin our commitment to equality by supporting women’s sport. It also gave us the opportunity to showcase both our flagship brands on the course (ASI & Standard Life), linking back to our purpose; which is ‘Together, we invest for a better future’.
The event marked the return of professional women’s golf to Scotland for the first time since the 2019 Solheim Cup. It was hailed as a huge success by the players, partners and fans tuning in around the world. ASI not only used the platform to promote the brand to key audiences but took great pride in CSR initiatives. These included a charity partnership with a local foodbank, rewarding NHS heroes & key workers, offsetting all player & caddie travel into a rainforest project, and driving the D&I agenda in golf. ASI were also able to engage staff and clients through various live webinars, competitions and incentives.
Results showed increased engagement across all touch points including specifically targeted social media. Positive sentiment amongst stakeholders increased brand favourability and despite the lack of the on the ground fans, ASI’s sponsorship of the Ladies Scottish Open reached and touched more people than an ordinary year.