Over a year in the making, The House of JL was one of the biggest projects I’ve worked on to date. The House of JL was a week long activation held at Champions Retreat during the 2023 Masters Tournament. Our guests were carefully selected and invited to attend The Masters Tournament on behalf of J.Lindeberg, where we provided lodging, tickets to the tournament, a round of golf at one of the best private courses in the Carolinas, and a massive industry event at our host house. Each guest received gifts that were staged in their rooms which included gear from The House of JL capsule collection, skin and body products from Apotheke, and House of JL branded golf gear provided by MacKenzie Golf and Seamus Golf.
Additional partners for the activation included Whim Golf, New Era, Volvo, with production driven by the amazing team at Kindred.
I was involved in all stages of the process for this activation including general marketing strategy, site visits in Augusta, House of JL capsule ideation and launch, product design for the special collaborations with Seamus and MacKenzie, influencer strategy, press strategy, relations with our A-List celebrity guests, logistical needs throughout the week of the activation, social media tracking, and production needs in partnership with Kindred.