Luxury auto brand Genesis Motors recently organized an exclusive, immersive experience for journalists and media professionals at the renowned Riviera Country Club, the venue for the 2024 Genesis Invitational. Hosted from Feb 15–18, 2024, the weekend kicked off with attendees arriving at Los Angeles International Airport, followed by a welcome dinner at Topgolf.
The Genesis Motors team kicked things off with a tour of the brand's South Bay retail location, treating guests to their signature 5 Senses tea and a sneak peek of new models and accessories, including a unique camper accessory. On Saturday, activities included a retail experience, round table talks, and cocktails at Hotel Casa del Mar, concluding with dinner at Fia. Hospitality took center stage as guests enjoyed a meet & greet with Claudia Marquez, COO, Genesis Motor North America and Jose Munoz, President and global COO of Hyundai Motor Company and the president and CEO of Hyundai and Genesis Motor North America, hosted at the luxurious Hotel Casa del Mar. Discussions ranged from product accessories to the future of Genesis, highlighting the brand's Genesis at Home Concierge service.
Renowned golfer Tiger Woods made his 2024 PGA TOUR debut at The Genesis Invitational and headlined the event, joined by 22 of the top 24 golfers worldwide, making it the first occurrence for a 2024 PGA TOUR event. With a $20 million purse to be won, notable contenders included Scottie Scheffler, Rory McIlroy, and Viktor Hovland, while the tournament featured 41 of the top 50 players globally and 28 of the top 30 from the 2022-23 FedExCup standings.
The Invitational day featured immersive brand experiences such as live painting performances, open lounges with Korean snacks, Genesis Photo Ops, and CSR initiatives supporting organizations like the Tiger Woods Foundation. Hideki Matsuyama's historic win as the only Japanese-born champion added to the excitement, with CEO Hose presenting the trophy alongside PGA and Riviera Country Club executives.
Auto Brand Golf Experiences
The Genesis Invitational 2024 Featured an Immersive Media Experience
Trend Themes
1. Immersive Brand Experiences - Fusing live painting performances and Korean snacks at events to enhance consumer engagement.
2. Luxury Auto Hospitality - Elevating hospitality experiences by facilitating meet & greets with brand executives.
3. Exclusive Media Events - Creating bespoke experiences for journalists and media professionals to amplify brand presence.
Industry Implications
1. Luxury Automotive - Opportunities for luxury automotive brands to create VIP experiences for customers.
2. Golf Events - Innovations in event experiences to attract top golfers and engage audiences.
3. Media and Communications - Collaborating with brands to craft unique, immersive media experiences for storytelling.