Presentation on theme: "Celebrating Golf THE EUROPEAN TOUR. What does the role entail? To create an official promotional and publicity conduit for the European Tour, its stakeholders."— Presentation transcript:
Celebrating Golf THE EUROPEAN TOUR
What does the role entail? To create an official promotional and publicity conduit for the European Tour, its stakeholders - players, sponsors, promoters - and all forms of media to ensure that clear and consistent messages concerning the European Tour reach the appropriate audience worldwide. Create an effective year-round platform to raise the profile, brand awareness and help the footfall at the key European Tour-promoted events, namely BMW PGA Championship, Irish Open, Scottish Open, Senior Open and Tour Championship in Dubai. To liaise with PR companies where relevant to help communicate key messages. Develop and improve world-wide network of media contacts to ensure those messages are delivered to the most important markets.
OVERVIEW OF UNIQUE ASSETS EUROPEAN TOUR Main Tour. Encompassing The Race To Dubai with 47 events across 25 Countries CHALLENGE TOUR Developmental Tour. 26 events per year across 18 countries with unique access to the European Tour SENIOR TOUR +50 Age Group. 18 events per year across 12 countries with unique access to the true Legends of the game EUROPEAN TOUR PRODUCTIONS Largest producer of golf programming in the world.Unique control over programme content EUROPEAN TOUR PROPERTIES A Network of World Class golf venues located in key strategic golf markets providing access to businesses and golf consumers in market EUROPEAN GOLF DESIGN A Joint Venture Company with IMG, delivering world class golf courses around the world with unique access to European Tour signature designers RYDER CUP Golfs greatest team event and one of the biggest sporting events in the world
Global Reach North America: 69,500,000 North America: 69,500,000 Asia & Oceania: 293,541,000 Asia & Oceania: 293,541,000 Africa & Middle East: 5,800,000 Africa & Middle East: 5,800,000 Europe: 71,972,000 Europe: 71,972,000 Source: Extrapolated from 2011 Repucom International European Tour Event Evaluation Reports Cumulative Global Household Reach now exceeds 440 million
PAST GREATS, TODAYS ICONS GREAT NAMES HAVE ALWAYS BEEN PART OF THE EUROPEAN TOUR - BALLESTEROS, FALDO, LYLE, BALLESTEROS, WOOSNAM, JACKLIN, LANGER AND MANY MORE. A NEW ERA IS NOW IN PLACE WITH A HUGE DEPTH OF ABILITY AND DIVERSE TALENT HEADED BY THE CURRENT WORLDS TOP 4 – RORY MCILORY, LUKE DONALD, LEE WESTWOOD and MARTIN KAYMER. OUR MEMBER CURRENTLY HOLD 6 OF THE LAST 7 MAJOR CHAMPIONSHIPS 32 DIFFERENT NATIONALITIES PLAYING ON THE EUROPEAN TOUR HAS ALMOST DOUBLED SINCE 1979 THE EUROPEAN TOUR HAS NEVER BEEN STRONGER. PAST GREATS, TODAYS ICONS GREAT NAMES HAVE ALWAYS BEEN PART OF THE EUROPEAN TOUR - BALLESTEROS, FALDO, LYLE, WOOSNAM, JACKLIN, LANGER AND MANY MORE. A NEW ERA IS NOW IN PLACE WITH A HUGE DEPTH OF ABILITY AND DIVERSE TALENT SUCH AS LUKE DONALD, RORY MCILORY, LEE WESTWOOD AND MARTIN KAYMER. OUR MEMBERS HAVE WON 6 OF THE LAST 10 MAJOR CHAMPIONSHIPS. SINCE 1979, THE NUMBER OF DIFFERENT NATIONALITIES PLAYING ON THE EUROPEAN TOUR HAS ALMOST DOUBLED TO 32. THE EUROPEAN TOUR HAS NEVER BEEN STRONGER. INTEGRTIY DIVERSE PASSIONATE ETIQUETTE EQUALITY DISCIPLINE
Why do we need to promote our tournaments? To publicise Tour-promoted tournaments as must see events To maximise spectator attendance – deliver an exciting atmosphere which translates into superb TV pictures To build on and enhance key stakeholder brands To promote leading tournament venues and geographical areas as desirable destinations for golfers and tourists To maximise the commercial income streams of the tournament To attract new customers
How do we achieve this? Involving our most priceless assets – the players Delivering media activity which will attract all forms of the media – TV, radio and written press Media stunt with players Media days with sponsors, partners and editors Bespoke media radio and newspaper/magazine partnerships Viewer/listener/reader competitions across all platforms Creating content which will be seen easily and regularly on Advance ticket discounts
How do we communicate our message? Over 4 million followers on Twitter for top 10 players (McIlroy and Poulter 3 million between them) Sky TV – 350 million homes weekly live transmission; 7.5 million in UK Ryder Cup – broadcast in over 190 countries via a network of 48 broadcasters reaching more than 630 million homes Golf Channel – 70 million subscribers on American Continents You Tube – around 11 million hits for Every Shot Imaginable SOCIAL MEDIA (facebook, twitter etc) TELEVISION COVERAGE INTERNET YOU TUBE VIDEO CONTENT
europeantour.com and rydercup.com million pages views for Medinah in million view streams 2.3 million hits on live pix 0.5 million radio stream Twitter (RyderCupTeamEurope): 32,746 followers Facebook (RyderCupTeamEurope): 57,634 likes 58,823,780 visits in 2012 (4,901,981/month) 192,175,675 page views (16,014,639/month) 10,153,423 unique visits (846,118/month) 1,782,665 peak visits (July 2012) 1,723,619 next best (Jan 2012) Twitter 69,424 followers Facebook (EuropeanTour): 26,691 likes
Using our most priceless assets…the players Draft a series of Press Releases using video and audio content to distribute to our global media lists Use of ticket, hospitality, travel and accommodation (where relevant) through the Tours own ticket landing page, Engage in media stunt to generate additional publicity and awareness of Tour event through all platforms Media day with a guest player competing in the event – Major winner or defending champion – who can encourage media coverage Work with a media partner to assist in promoting the event to the widest possible audience through editorial coverage, reader/listener/viewer competitions and ticket giveaways
Player + Promotion = record crowds The 2012 Irish Open became the first European Tour event in its 40 year history to sell out in advance, attracting a total of 130,000 spectators to the Antrim Coast compared to an audience of 86,000 at Killarney in Over 1600 hours of broadcast coverage via 41 international broadcasters to a potential audience of 447 million Global media value worth $165 million in total; of which Northern Ireland Tourist Board received $42.8 million and host venue Royal Portrush $16.1 million Legacy spin-off for international tourism from this enhanced recognition – tee times for Royal Portrush were influenced by the event and were fully booked for the remainder of 2012 with a notable increase in bookings for 2013 and beyond An Advertising Value Equivalent (AVE) report into print media, local TV and radio coverage over a six month period, during which time 3234 items (2979 print, 355 radio and 82 television) were recorded. From those 3234 items, the Opportunities To See (OTS) survey concluded that 543,756,919 people could view the articles, which amounted to a £3,609,796 AVE figure.
And so to Wales…. Speedy Service Wales Senior Open – Royal Porthcawl; June ISPS Handa Wales Open, Celtic Manor Resort; Aug 29-Sept 1 Senior Open Championship Presented by Rolex – Royal Porthcawl; July 2014