Genesis Scottish Open
with Wonder
Launching Genesis in Europe through a bold sponsorship experience that brought Korean hospitality to the home of golf.
Genesis used its title sponsorship of the Scottish Open to launch the luxury automotive brand in Europe, creating an opportunity to introduce its distinctive approach to hospitality to a new audience.
The creative concept brought together two proud and welcoming cultures, drawing on the Korean ethos of ‘Son Nim’ — treating every guest as you would in your own home.
With Scotland as the home of golf, the Genesis Scottish Open became the ‘Home of Luxury’ — an elevated brand experience that combined Korean hospitality with the spirit and heritage of the game.
A warm welcome
At the heart of the campaign was an unrivalled hospitality experience. From invitation to arrival, every touchpoint brought the spirit of ‘Son Nim’ to life, making guests feel welcomed, valued and at home.
Satellite presence
Bespoke display plinths showcased Genesis vehicles throughout the course, extending the ‘Home of Luxury’ experience beyond the main hospitality space.
