In partnership with MCH Global and The Romans, Wynn Resorts hosted an activation like no other, inviting professional golfers to take on the ‘World’s Highest Hole-in-One’, 22 storeys above its live construction site.
With an AED 1m prize on the line for charity, the campaign marked Wynn’s first major brand moment in the region, blending high-stakes sports, entertainment and engineering ingenuity to set the stage for the 2027 launch of Wynn Al Marjan Island.
The challenge brought together pro golfers Padraig Harrington, Thorbjørn Olesen, and Ryan Fox, alongside golf experts and sports personalities to secure a donation to Heroes of Hope, a UAE-based non-profit that empowers people of determination through sports and community initiatives.
Produced in partnership with the DP World Tour, the activation was unveiled on the eve of the DP World Tour event in Ras Al Khaimah, running across both DP World Tour and Wynn Al Marjan Island platforms.
Explaining the insight behind the campaign, Joe Lipscombe, Partner at The Romans, said: “We have two years to bring the Wynn story to life in the region—and that won’t happen through construction updates. Wynn is more than bricks and mortar; it’s a cultural epicenter where sports, art, music, and entertainment collide to create unreal experiences.”
Thus, the ‘World’s Highest Hole-in-One’ challenge was born. The campaign aims to reach out to audiences in a manner that unequivocally grabs attention.
“It’s a feeling—dramatic, emotional, and exciting. That’s exactly what the World’s Highest Hole-in-One embodies: bold, modern PR that fuses creativity, influence, and experience to make a brand story impossible to ignore,” said Lipscombe.
The challenge’s design was led by experiential agency MCH Global, who built the bespoke floating green at the Wynn Marina, as well as the 22nd-floor tee—a feat that required precise engineering and a sleek aesthetic.
“The build was significantly more complex than it appears. We had to design a green that mimicked the absorption of a natural golf course while factoring in the velocity and trajectory of shots from 22 storeys up,” said Uli Stanke, Managing Director at MCH Global.
“Working with bespoke materials, a floating platform and the surrounding challenges of a live construction site made for an exciting logistical challenge. But the final product demonstrated our team’s unique vision and delivery capabilities,” Stanke concluded.
The campaign also marked the official launch of Wynn Al Marjan Island’s social channels, driving early engagement and anticipation for the resort’s arrival. The campaign assets were rolled out across YouTube, Instagram, Facebook and LinkedIn, with alternative versions being published on DP World Tour channels, including a live broadcast during the championship weekend.
At the time of publishing, the activation has reached more than 145,000,000 people.
Credits
Client: Wynn Resorts
Agencies: The Romans, MCH GLobal