1. Visit Wales Golf Marketing
North Wales Golf Forum, March 2013
Claire Sanders
Senior Marketing Executive
Pam Davies
Marketing Executive 1 1

2. Visit Wales Golf Marketing Activity
2002 – 2012 Golf Tourism Strategy
- Raise the profile of Wales as a golf destination
- Increase the value and volume of golf tourism to Wales
The draft ‘Welsh Government Strategy for Tourism 2013 – 2020’ recommends the retention of golf as a ‘Lead Product’ for Wales.
Golf tourism is a key sector for specific marketing initiatives organized by Visit Wales.
This reflects Welsh Government priority to capitalize on the hosting of the Ryder Cup and the Senior Open Championship in 2014.

3. Golf Tourism Monitor Annual golf tourism monitor (since 2004)
Measures the value and volume of golf tourism to Wales
2004 – 2012
- 45% increase in the economic impact of golf tourism to Wales
- In total golf tourism to Wales has generated
£275m to the economy over those 8 years
with a total of 1.51m golf visits.

4. Golf Tourism Monitor How does Wales rate? 2012 2011 Welcome 4.6 4.8
Welcome
Courses
Clubhouse
Pro Shops
Organisation
Overall
(where 5 represents “excellent”)

5. Golf Marketing Activity 2013/14
Target markets remain:
- UK and Ireland
- Northern Europe (eg Germany)
- USA
Retain the positioning for Wales as a golf destination
‘Golf as it should be’

6. Golf Marketing Activity 2013/14
We have to ensure that we keep Golf in Wales in front of three key groups:
1. Consumers
2. Media
3. Tour Operators
In particular in build up to Senior Open Championship, Royal Porthcawl, 2014 and The 2014 Ryder Cup.

7. Consumer Campaign Activity Overview
New edition of Wales: Golf magazine
Launched in Europe at IGTM, Portugal, Nov 2013
Launched in USA at PGA Show, Orlando, Jan 2013
Golf consumer shows
Visit Wales Golf TV ad (Nefyn) broadcast on Sky and Sky Sports, March & April 2013
On and off-line consumer campaigns with key media partners

8. Consumer Campaign Activity Overview
Re-design and update of
European Tour programme of activity
Direct marketing programme to golf database
- 90,000 contacts
- 35,000 with addresses

9. Golf Consumer Shows 2013 PGA Golf Show, Orlando, January 2013
Stand Partners: Asbri Golf & Celtic Manor Resort

10. Golf Consumer Shows 2013 Rheingolf Show, Dusseldorf, March 2013
Stand Partners: Celtic Manor Resort

11. Golf Consumer Shows 2013 Golf Live & The Celebrity Cup
10 – 12 May, Celtic Manor Resort
- Official Destination Partner
- Branding on all on-line, off-line and on-site marketing collateral
- Database access
- Sky broadcast opportunities
- Exhibition stand (stand sharing still available)

12. Golf Consumer Shows 2013
Golf Live

13. Consumer Campaign Activity European Tour Partnership
Benefits package secured in relation to hosting of
Senior Open Championship, Royal Porthcawl, 2014.
European Tour Tournament Programme (May-Sept)
- Wales golf TV ad on tournament TV
- Wales golf print ad in tournament programmes
- Exhibition stand at eight golf tournaments

14. European Tour Partnership 2013 Tournament Programme
May
BMW PGA Championship, Wentworth
June
Speedy Services Wales Senior Open, Royal Porthcawl
BMW International, Munich
Irish Open, Carton House, Co. Kildare
July
Senior Open Championship, Royal Birkdale
August/September
ISPS Handa Wales Open, Celtic Manor Resort
Travis Perkins Senior, Woburn
September
KLM Open, Hilversum, nr Amsterdam

15. 2013 Tournament Programme North Wales Partners
Golf North Wales
- BMW Championship, Wentworth
- Senior Open Championship, Royal Birkdale
Gwynedd/Snowdonia Golf Coast
- Speedy Services Wales Senior Open,
Royal Porthcawl
- ISPS Handa Wales Open, Celtic Manor
- Irish Open, Carton House, Co. Kildare (tbc)

16. European Tour Partnership europeantour.com
- Two week advertising campaign around
BMW PGA Championship and ISPS Handa Wales Open
- Seven day competition around BMW PGA Championship
- mailing to europeantour.com database
- promotional feature in Travel section

17. Consumer Campaign Activity Partner Marketing Opportunities
European Tour Programme
Stand sharing opportunities at tournaments
Literature distribution opportunities at tournaments
Prize for tournament programme prize draw
Prize for 7-day online competition
Benefits for Suppliers
Brand exposure to target audience
Share of data (minus third party opt-outs)

18. Media Relations Programme
Golf fully integrated into media relations programme of activity
Maintain relationship with key media via Visit Wales media relations team and appointed agencies (UK, USA & Canada, Germany, France, Italy & Spain, Netherlands)
Maintain relationship with VisitBritain media teams in key markets

19. Travel Trade Activity Visit Wales role:
Encourage more golf tour operators to sell Wales
Increase the range of golf product they sell
Feature Wales more prominently in brochures and
on-line
4. Ensure that Wales is seen as a quality product

20. Travel Trade Activity Dedicated travel trade website
Golf specific section for golf tour operators
Operators can access information on golf courses, suggested itineraries, news and blogs, images.

21. Travel Trade Activity
IAGTO (International Golf Tour Operators Association)
Clubs, hotels, clusters and operators can join.
Membership gives you access to UK and overseas golf tour operators and media and allows you to communicate with them at the click of a button
For information on membership benefits see
Currently negotiating reduced membership cost for 2013 (£275 for 2012).

22. Travel Trade Activity
Visit Wales and partners promote golf in Wales at the International Golf Travel Market
The event gives us face to face contact with the global golf market which includes 400 tour operators and 140 international press
VW offers partners the opportunity to share the VW stand
2013 event November (Barcelona)

23. Travel Trade Activity
Continue to develop closer working relationships with other golf tour operator associations in our key markets:
- North American Golf Tour Operators Association
- Irish Golf Tour Operators Association
Work closely with key on-line operators including Golfbreaks.com and Your Golf Travel and get them to feature Wales more prominantly
Golfbreaks have recently increased their North Wales products and introduced new itineraries.

24. Development Improving facilities – funding for clubhouse investment
Tourism Investment support Scheme (TISS)
Support available between £5,000 and £500,000
Up to 25% supported
Digital Tourism Funding.
Free ICT diagnostic to assess your clubs ICT needs.
Further information: or contact Claire Carew

25. Cluster Review Cluster review taking place over next 4 weeks.
Phil Coates will be approaching clusters
VW needs this information in order to assess cluster needs and how they are performing in order to justify potential future funding support
Information provided will be confidential
Thank you in advance for your support and co-operation.

26. Visit Wales Contacts Claire Carew Tel: 01792 222417
[Travel trade activity, development & training]
Claire Sanders
Tel:
[Marketing programme in general]
Pam Davies
Tel:
[Campaign partner opportunities, website content]

27. Thank you for listening…