A NEW ERA OF GOLFING EXCELLENCE FOR PAKISTAN
Positioning Pakistan on the global golfing map
The RUMANZA Inaugural was created to celebrate the launch of Pakistan’s first signature golf course - the RUMANZA Golf & Country Club in Multan, designed by Sir Nick Faldo. More than a launch event, the ambition was to reposition perceptions of golf in Pakistan and establish RUMANZA as a world-class destination capable of attracting international players, media, investors, and future sports tourism.
F31 was appointed to lead the end-to-end marcomms strategy and execution for the event, spanning visual identity development, PR and media relations, media partnerships, social media, player and ambassador activation, paid digital campaigns, and live event coverage. The challenge was to leverage the event to build international credibility for a brand-new golf destination, while balancing elite global appeal with local community engagement and talent development.
F31 developed a globally focused communications strategy built around a central positioning platform - A New Era of Excellence - designed to establish RUMANZA as both a world-class golf destination and a symbol of Pakistan’s growing presence on the international sporting stage.
Our campaign combined international storytelling with locally rooted narratives, balancing elite global talent with the future development of golf in Pakistan. Alongside international stars including Sir Nick Faldo, Graeme McDowell, Rafa Cabrera Bello, and Charley Hull, we amplified the stories of emerging Pakistani golfers to ensure the event resonated beyond the professional game.
A 15-person on-ground content and production team was deployed to Pakistan to deliver live event coverage across the three-day event, while simultaneously building a long-term visual content library for future destination, tourism, and golf course marketing. Content strategy centred around four key pillars: world-class golf, aspirational lifestyle, destination and culture, and nurturing talent.
The result: a global marcomms campaign reaching 10.2 million people across key international markets, extensive positive media coverage, and the successful launch of RUMANZA as a new benchmark for golf, tourism, and lifestyle development in Pakistan.
