UK Market Golf Campaign

The Official Guide to Golf in Scotland 2007 was released in November 2006 and serves as a reference tool for consumers planning a golf trip. It contains all the information a golfer requires for planning a trip; regional information, green fees, accommodation listings etc.

Why:

The guide is a tangible piece of marketing literature that is also a fantastic advert for Golf in Scotland, with the inclusion of some great imagery and detailed useful information. It provides a valuable tool that has a year lifespan and is something that people hold onto and use for reference throughout this period.

Justification:

Research has shown that the guide is both recognised and valued and provides a tangible marketing tool that can bring the product to life. The quality of the product further enhances the reputation of Scotland as a world class golf destination.

Objectives:

To give potential consumers all of the relevant information they would need when planning and booking a Golf Break/Holiday within one guide.

Direct mail (DM)

Activity Detail:

A direct mail piece was sent out in November to a total audience of 65, 000 in order to promote the new Official Golf Guide.

Why:

The DM is intended to achieve two main objectives:

Create awareness of the new golf guide with a strong call to action to request it
Emphasize the key issues of price, availability, accessibility and sociability within the Scottish Golf product.

Justification:

To highlight that Scotland is a fantastic golf destination which not only has a tremendous depth and quality of product but can also cater for the social aspect of a golf break/holiday.

Objectives:

Create awareness of the new 07 Golf Guide
Showcase ‘The Home of Golf’ as the most authentic and exhilarating golf break destination
Give regional areas an opportunity to reach a national audience with an insert.

Golf Magic Competition

Activity Detail:

A competition was run on golfmagic.com which tied in with the Ryder cup. The main objective was to grow the golf database which would in turn allow VisitScotland to speak to the golf consumer in a more targeted and relevant manner.

The mechanics to achieve this included:

Third party member e-cast
Weekly e-newsletter inclusion traffic driver
Competition/advertorial page
Editorial support
Home page button
Run of site spotlight
Banner adverts.

Why:

To acquire customer details, in particular email addresses, to grow the golf database
Emphasise the key issues of; price, availability, accessibility and sociability within the Scottish Golf product.

Objective:

A key objective within the golf product is to grow the golf database substantially year on year. Research carried out earlier in the year highlighted the importance of the web as a tool for searching future break/holiday destinations.