The Ladies First Club

Hill+Knowlton Strategies for P54/Golf Saudi

To celebrate the debut Saudi Ladies International – KSA’s first ever professional, women-only, international sports event – we created The Ladies First Club: a world-first free golf learning initiative targeted at introducing Saudi women to the game.

Membership to the club opened on Day One of the four-day tournament, following a multimedia PR campaign orchestrated across both traditional and social media, for which we recruited five heroic Saudi women – each the first woman from the Kingdom to achieve their remarkable feat – and ran video content series across the tournament’s social channels. All women who signed-up as Club members would receive free golf lessons, driving range access and full 18-hole rounds, plus a calendar of social activities year-round.

In four days, an incredible 1,200 women & girls registered, in a country that pre-tournament had less than 20 female golfers nationwide. The Club changed the entire golfing landscape in Saudi – and global perceptions, too.