PR Stunt
To introduce Wynn Al Marjan Island, the future cultural hub of Ras Al Khaimah, we had to cut through the noise of the UAE’s fast-changing resort landscape. Tapping into the RAK DP World Tour Golf Championships, we invited top golf pros to take on a dramatic hole-in-one challenge from the 22nd floor of the under-construction site. The content gave the public their first real look at the brand. By combining sport, celebrity, and spectacle, we turned curiosity into anticipation and signaled that the Wynn experience was already taking shape, well ahead of its 2027 opening.
Placing the golf green on the under-construction marina was the key decision that brought the idea to life. We studied iconic floating golf greens and courses set against marina landscapes to replicate a similar level of challenge for the pros. The concept was meticulously developed in 3D, layer by layer, including detailed topography that aligned with international tournament standards. This process not only ensured accuracy but also helped identify and solve production challenges early on.
The next challenge was designing the teeing platform for the golfers. It required careful planning to optimize visibility, integrate branding opportunities, and accommodate both media and spectators without compromising the experience.
Working closely with the Wynn Design and Development team, we planned every detail to ensure smooth delivery on an active construction site. The floating platform was assembled at the marina’s edge, starting with pontoons, followed by topography and surface work from fabrication teams, and final landscaping with grass and foliage.
The guest and media journey through the active construction site was carefully planned with strict safety protocols in place. Branded touchpoints were strategically placed along the route to enhance the experience and reinforce the Wynn identity.
Once completed, the floating golf green was towed into position and securely anchored. The challenge unfolded over six hours, with regional golfers kicking off the event, followed by international champions, Pádraig Harrington, Thorbjørn Olesen, and Ryan Fox.
The campaign and PR rollout generated a total reach of 141 million, with 75,000 engagements and over 8,000 new social media followers within 48 hours. It was featured across key industry and lifestyle platforms including Campaign Middle East, What’s On UAE, Famous Campaigns, as well as major sports outlets as Compleat Golfer, Today’s Golfer, and the European Tour website.
Credits
Client: Wynn Al Marjan Island / Wynn Resorts
Agency: MCH Global / The Romans
Creative and Design Lead: Sachi Ediriweera
Account Director: Jacquelyn Moulds
Account Executives: Marissa Ganeshwaran and Amiel Baluch
3D Design: Mariano Gomez
2D Design: Tiffany Dias
Production: Ludovic Bonnan James Groves
