Presentation on theme: "Visit Wales Golf Marketing"— Presentation transcript:
1 Visit Wales Golf Marketing North Wales Golf Forum, March 2013Claire SandersSenior Marketing ExecutivePam DaviesMarketing Executive11
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 WalesThe 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 Wales2004 – 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 yearswith a total of 1.51m golf visits.
4 Golf Tourism Monitor How does Wales rate? 2012 2011 Welcome 4.6 4.8 WelcomeCoursesClubhousePro ShopsOrganisationOverall(where 5 represents “excellent”)
5 Golf Marketing Activity 2013/14 Target markets remain:- UK and Ireland- Northern Europe (eg Germany)- USARetain 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. Consumers2. Media3. Tour OperatorsIn 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 magazineLaunched in Europe at IGTM, Portugal, Nov 2013Launched in USA at PGA Show, Orlando, Jan 2013Golf consumer showsVisit Wales Golf TV ad (Nefyn) broadcast on Sky and Sky Sports, March & April 2013On and off-line consumer campaigns with key media partners
8 Consumer Campaign Activity Overview Re-design and update ofEuropean Tour programme of activityDirect 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)
13 Consumer Campaign Activity European Tour Partnership Benefits package secured in relation to hosting ofSenior 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 MayBMW PGA Championship, WentworthJuneSpeedy Services Wales Senior Open, Royal PorthcawlBMW International, MunichIrish Open, Carton House, Co. KildareJulySenior Open Championship, Royal BirkdaleAugust/SeptemberISPS Handa Wales Open, Celtic Manor ResortTravis Perkins Senior, WoburnSeptemberKLM Open, Hilversum, nr Amsterdam
15 2013 Tournament Programme North Wales Partners Golf North Wales- BMW Championship, Wentworth- Senior Open Championship, Royal BirkdaleGwynedd/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 aroundBMW 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 ProgrammeStand sharing opportunities at tournamentsLiterature distribution opportunities at tournamentsPrize for tournament programme prize drawPrize for 7-day online competitionBenefits for SuppliersBrand exposure to target audienceShare of data (minus third party opt-outs)
18 Media Relations Programme Golf fully integrated into media relations programme of activityMaintain 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 WalesIncrease the range of golf product they sellFeature Wales more prominently in brochures andon-line4. Ensure that Wales is seen as a quality product
20 Travel Trade Activity Dedicated travel trade website Golf specific section for golf tour operatorsOperators can access information on golf courses, suggested itineraries, news and blogs, images.
21 Travel Trade ActivityIAGTO (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 buttonFor information on membership benefits seeCurrently negotiating reduced membership cost for 2013 (£275 for 2012).
22 Travel Trade ActivityVisit Wales and partners promote golf in Wales at the International Golf Travel MarketThe event gives us face to face contact with the global golf market which includes 400 tour operators and 140 international pressVW offers partners the opportunity to share the VW stand2013 event November (Barcelona)
23 Travel Trade ActivityContinue 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 AssociationWork closely with key on-line operators including Golfbreaks.com and Your Golf Travel and get them to feature Wales more prominantlyGolfbreaks 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 £500,000Up to 25% supportedDigital 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 clustersVW needs this information in order to assess cluster needs and how they are performing in order to justify potential future funding supportInformation provided will be confidentialThank you in advance for your support and co-operation.
26 Visit Wales Contacts Claire Carew Tel: 01792 222417 [Travel trade activity, development & training]Claire SandersTel:[Marketing programme in general]Pam DaviesTel:[Campaign partner opportunities, website content]