WePlay and the Asian Tour, the premier professional golf tour in Asia, has officially launched its highly anticipated “Time to Rise” campaign. This groundbreaking campaign, designed to celebrate the growth and diversity of the tour, has already made waves across digital platforms, marking a significant step forward for the Asian Tour’s brand identity and digital presence.

Earlier this year, WePlay was appointed as the Asian Tour’s creative partner to produce a dynamic, multi-channel campaign that would resonate with fans, players, and partners alike. After months of collaboration, the “Time to Rise” campaign has successfully launched, showcasing the tour’s core values, competitive growth, and stunning locations across Asia.

A new era for the Asian Tour

The “Time to Rise” campaign is a bold reflection of the Asian Tour’s evolution as a major player on the global golfing stage. With tournaments spanning 14 countries and elite players from over 35 nations, the Asian Tour has rapidly grown in stature and reputation. WePlay’s creative expertise was key to crafting a campaign that highlights this growth, while celebrating the diverse cultures, venues, and talent that define the tour.

From workshops at the Saudi Open in Riyadh to the final digital strategy rollout, WePlay and the Asian Tour worked in tandem to create a campaign that emphasizes the unique stories of the tour’s athletes, the stunning venues, and the excitement surrounding each event.

 

Key elements of the campaign:

• Revitalised Brand Story: The “Time to Rise” campaign tells the story of the Asian Tour’s evolution, celebrating its growth, competitiveness, and increasing international appeal.
• Targeted Digital Campaigns: Leveraging platforms like YouTube, Instagram, TikTok, and Facebook, WePlay delivered targeted content that captured the attention of new and existing audiences.
• Athlete-Centric Content: The campaign shines a spotlight on emerging golf talent, giving fans an intimate connection with the sport’s rising stars.
• Hero Visuals and Videos: Stunning visuals and video content highlight the diverse and beautiful locations where tournaments take place, from iconic Asian cities to breathtaking landscapes.

Record-breaking results

Although the “Time to Rise” campaign has just launched, it is already delivering extraordinary results across digital platforms. In the first month, the Asian Tour has seen remarkable growth, signalling that the campaign’s full potential is yet to be unlocked.

• 1000% increase in TikTok followers within the first month, highlighting the growing interest among younger audiences.
• 500% surge in YouTube subscribers, as the campaign’s engaging video content connects with golf fans worldwide.
• 150% of the engagement target was achieved in just three weeks, driven by active interactions such as likes, shares, saves, and comments across social platforms.

While these initial results are impressive, the campaign is still in its infancy. The early success has set a strong foundation, and the Asian Tour and WePlay are excited to see how the campaign will continue to unfold as it evolves. Fans are responding positively to the athlete-driven narratives, the celebration of iconic venues, and the engaging content that has been rolled out so far. However, the “Time to Rise” campaign is designed for long-term growth, with much more to come as it continues to engage new audiences and build stronger connections with golf enthusiasts across the globe.