St Andrews, the illustrious cradle of golf, will host elite female golfers from across the globe for the eagerly awaited AIG Women’s Open, scheduled from August 21st to 25th, 2024. This prestigious event promises four days of exhilarating competition and an unparalleled golfing experience that will leave a profound impact, distinguishing it as a major championship like no other. Initiated in 1976 and now managed by The R&A, the AIG Women’s Open ranks among the five major championships in women’s golf. Annually, an international roster of 144 players vies for the championship title, with the lowest amateur, playing 72 holes, honored with the Smyth Salver. American Lilia Vu holds the title as the defending AIG Women’s Open Champion, having triumphed at Walton Heath in 2023—her second major victory. In a promotional move, The R&A recently unveiled the world’s first playable golf billboard at Edinburgh Waverley Station, enabling fans to experience the 8th hole of the iconic Old Course in St Andrews. As part of the AIG Women’s Open’s innovative 'Never Stop Playing' campaign, this installation aimed to boost excitement among both new and existing golf enthusiasts. This groundbreaking billboard functioned as a golf simulator, providing an engaging way to interact with the Championship in a fun and interactive manner. The R&A designed this playable billboard to redefine how golf aficionados engage with the sport. Participants approached the billboard, took hold of a real club and ball, and swung in a novel way. Cameras tracked the player’s velocity, arc, and direction, digitally encoding the swing in real-time to depict where the ball would land on the virtual par-3, 8th hole. Players observed the ball soar across the LED screen, displaying its trajectory and flight path towards the target. With a real-time leaderboard monitoring nearest-to-the-pin shots, participants engaged in a lively golf challenge. Those closest to the pin won a pair of tickets for Sunday and the opportunity to be an official walking scorer for one of the groups during the final round at St Andrews. Not exclusive to seasoned golfers, those eager to take their maiden golf shot also had a chance to win prizes in the furthest-from-the-pin challenge. Georgia Hall, the 2018 champion, remarked, ‘This appears to be such a fun and innovative concept from The R&A.’ ‘The playable billboard is a brilliant idea to introduce more people to golf and to excite them about the AIG Women’s Open. It’s initiatives like these that will sustain the growth and evolution of our sport.’ Crafted to mimic a traditional advertising billboard, this attraction provided a distinctive and eye-catching experience for golfers of all abilities. Whether seasoned professionals, casual players, or first-timers, the playable billboard offered a unique experience. The R&A compiled all the shot tracers from the day’s play onto the billboard screen, creating a mesmerizing visual display. This striking feature underscored the unwavering passion and continuous engagement of golfers, illustrating how they 'Never Stop Playing.'