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Visit Wales – Golf Marketing Claire Sanders Senior Brand Executive Claire Carew Senior Golf Development & Marketing Executive North Wales Golf Forum February.

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Presentation on theme: "Visit Wales – Golf Marketing Claire Sanders Senior Brand Executive Claire Carew Senior Golf Development & Marketing Executive North Wales Golf Forum February."— Presentation transcript:

1 Visit Wales – Golf Marketing Claire Sanders Senior Brand Executive Claire Carew Senior Golf Development & Marketing Executive North Wales Golf Forum February 2011

2 What we will cover today The 2010 Ryder Cup – the end of the beginning Visit Wales golf marketing programme Consumer activity -Media Relations -Working with golf tour operators Key opportunities

3 The 2010 Ryder Cup The Ryder Cup - Not just a three day event in Newport, South Wales but a ten year opportunity to: - Raise Wales’ international profile - Raise the profile of Wales as a golf destination - Increase the value and volume of golf tourism to Wales A Welsh Ryder Cup, not a Ryder Cup in Wales

4 The 2010 Ryder Cup A brilliant event, the greatest Ryder Cup ever. ” Deric Henderson, Irish Press Association “ Unbelievable. …it has certainly put Wales on the golfing map. ” Nicola Sands, BSI Speedway “ Totally unforgettable. So much emotion, so much fun… a real Welsh touch” Didier Allaz, UEFA “ Wales did itself proud! All of the comments from our customers were overwhelmingly positive about the service and hospitality of the Welsh people. Thank you Wales! ” Bill Hogan, Wide World of Golf

5 The 2010 Ryder Cup “The finale seemed to make it all so perfect, and will ensure that Wales 2010 will be remembered not only for all the right reasons but as one of the greatest sporting dramas of all time!” Nic Brooke, Daily Mirror

6 A Welsh Ryder Cup

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8 A New Chapter We have to ensure that we keep Golf in Wales in front of three key groups: 1.Consumers 2.Media 3.Tour Operators

9 A New Chapter Target markets: -UK -Ireland and USA -Northern Europe Retain the positioning for Wales as a golf destination ‘Golf as it should be’

10 Consumer Activity Golf Wales guide – updated edition March 2011 Updating Golf website – Direct marketing programme to golf database Golf specific activity in international markets where campaign activity already planned (Ireland, Germany, USA/Canada tbc) Six month programme of activity with a media partner eg Golf Monthly

11 Consumer Activity Presence at Golf Live (May 2011) Year long programme of activity with europeantour.com - display advertising - competitions - database mailings - e-news features - destination features Presence at 11 golf tournaments (May-Sept 2011)

12 2011 Tournament Programme May BMW Championship, Wentworth June Celtic Manor Wales Open BMW International, Munich, Germany July Alstom Open de France, Paris, France Nordea Scandinavian Masters, Stockholm, Sweden British Seniors Open, Walton Heath Women’s British Open, Carnoustie, Scotland (tbc) August Irish Open, Killarney, Ireland Johnnie Walker Championship, Gleaneagles, Scotland September Omega European Masters, Crans Montana, Switzerland KLM Open, Hilversum, Netherlands

13 Media Relations Programme 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 Host media reception at PGA Golf Show, Jan 2011 Host European Golf & Travel Media Association visit, June 2011 Hold first Ryder Cup anniversary media visit (Sept/Oct 2011) Target 30 golf media visits during 2011 (10% of overall target)

14 Visit Wales - Media Relations Programme

15 Trade/B2B Activity Working with golf tour operators Working closely with International Golf Tour Operators Association (IAGTO) - to establish a Wales chapter - Wales familiarisation visit, June 2011 Attendance at 2011 International Golf Travel Market (Nov 2011) - 35 appointments with international golf tour operators - partner opportunities Closer working relationships with other golf tour operator associations in our key markets: - North American Golf Tour Operators Association - Irish Golf Tour Operators Association

16 Trade/B2B Activity New travel trade website Golf specific section for golf tour operators Golf courses, itineraries, news, image resources

17 Trade/B2B Activity Marketing partnership with a key UK and a key USA golf tour operator Golf tour operator resource pack (dvds, images, logos, web links) In Wales golf tour operator support Golf cluster support and marketing opportunities eg Snowdonia Golf Coast Golf Coast North Wales Golf North Wales

18 Thank you for listening… Over to Claire

19 Existing opportunities 1. IAGTO - Wales Chapter 2. Currently making changes to VW aims to make it more active with blogs, more news, footage and testimonials – we need your help What are benefits of this site? 1.Our marketing campaigns are all designed around this strapline so this is where your potential customers are being sent 2.Free advertising 3.When ‘Golf Wales’ is googled ‘Golf As It Should Be’ comes up first. 4.Google juice - improving your ranking on google 5.We received 88,000 hits between February 2010 to February 2011 with 88% of these new visits How to update your club or cluster details 1. Via web-site Image centre 4. Capital grants click on tourism investment support scheme(TISS) 5. Training Working in partnership with PGA to deliver Customer service programme for Head Professionals and their assistants

20 Update Ryder Cup Celebration competition - Best Golf Club event Winner : Southerndown Golf Club Staged the RCW Welsh Young Professionals Championship in May Created a page on our website detailing links between Southerndown and the Ryder Cup: Played a Men's Ryder Cup 'match' on 24th July Played a Ladies' Ryder Cup 'match' on 20th September Staged a Ryder Cup 'match' on 29th September between 5 members and 5 visitors from Baltimore Produced a Souvenir Brochure:which was given to each of over 400 visitors who played Southerndown during the Ryder Cup 'fortnight'. Produced a special Welsh-flavoured Ryder Cup menu

21 Update Visit Wales continues to be a member of ING (International Network of Golf) ING is a Media based association that networks the golf industry Benefits: - VW attended the PGA show in Orlando and this provides an invaluable opportunity for VW to have a presence and showcase our regions and clubs amongst golf tour operators, consumers and golf travel writers. - ING annual awards recognises outstanding achievement in the golf business winner of the Public Relations/Promotions award went to Visit Wales for its Ryder Cup Promotions.

22 To Conclude:- “From the day the 2010 Ryder Cup was awarded to the Celtic Manor in Wales, the host country had one major goal in mind: introduce itself as THE hidden gem among all of the world’s golf destinations. Visit Wales’ marketing guru Roger Pride and his team developed a well-conceived plan, based on the theme ‘Golf As It Should Be’. They built a marketing fund that would allow them to reach all the key markets around the world. They traveled tirelessly to spread the message. And throughout the entire six- year campaign they carried out the plan with a humbleness, passion and sense of humour that is reflective of the entire Wales citizenship. This professional effort laid the foundation for what was bound to be a huge success. Then mother nature took over. The first thing American viewers saw when they tuned in on that first day of the competition was a course under siege. Rains pounded the 2010 course, and umbrellas dominated the landscape (only steve asmen was smiling). Play was delayed, the schedule was turned upside down, and suddenly the talk turned from Wales as a wonderful golf destination to rainsuits that helped soak the American team’s chances. But thank goodness the sun came out on the final day, shining its light on a thrilling finish to the Ryder Cup, and putting a glow on the final impressions of Wales. Europe won the Ryder Cup, but the real winner was Wales, and all of the courses, hotels and businesses fueled by golf in that beautiful country. No host country has embraced the Ryder Cup as did Wales. Never has a Ryder Cup played such a significant role in the branding and marketing of a destination as did And rarely has a golf marketing plan been as well conceived and conducted as Visit Wales’ effort surrounding the Ryder Cup. Three cheers to our friends in Wales. This years Ryder Cup was truly Golf as it should be”. Mike Jamison E.D for ING

23 Thanks you for listening Contact details Claire Carew Tel: Claire Sanders Tel:


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