Pull out your clubs and polo shirts. As the exclusive automotive partner of the United States Golf Association (USGA®), Lexus is returning as corporate partner of the 113th U.S. Open Championship. This year’s championship takes place June 10–16 at the Merion Golf Club in Ardmore, Pa., and for the first time, the USGA and Lexus will reach beyond the Club’s gates and into the City of Brotherly Love.
In addition to Lexus’ onsite activities, the automaker is extending its footprint to historic downtown Philadelphia, creating a fresh experience for golf fans unable to attend the championship. Lexus will engage consumers, fans and spectators with a unique indoor and outdoor space containing vehicle displays and lounge seating for guests to watch the championship on a large stadium-style screen. A golf cart simulator game will also be on site, allowing guests to drive through a virtual golf course, testing their skills and providing entertainment.
“The U.S. Open Championship is one of those special events that draws together world-class athletes, passionate fans and local communities,” said Brian Smith, Lexus vice president of marketing. “Through our partnership with the USGA, there will be action on the course and in the city with great viewing and fun challenges designed so everyone can enjoy the event.”
Along with a display of the all-new 2014 IS performance sedan, Lexus will provide interactive activities for U.S. Open attendees in the Lexus Performance Drive Pavilion. A golf simulator lets fans take a swing on a virtual Merion Golf Club course for the chance to win a new 2014 IS 250 AWD. Due to the popularity of last year’s activation, a social challenge using RFID (Radio Frequency Identification Device) cards is returning this year. Guests will accrue points by swiping their personal card at kiosks throughout the course. The guest with the highest score at the end of the week will win two tickets to the 2014 U.S. Open.
Other activities in the Pavilion include superimposed photo opportunities with the U.S. Open Championship Trophy or Lexus Golf Ambassadors Nick Watney, Charles Howell III, Jason Day, Peter Jacobsen, Mark O’Meara or Natalie Gulbis, which can be shared on Facebook. Lexus golf pros will also be available daily to sign autographs.