visit wales golf marketing north wales golf forum, march 2013 claire sanders senior marketing...

Visit Wales Golf MarketingVisit Wales Golf Marketing

North Wales Golf Forum, March 2013

Claire SandersSenior Marketing Executive

Pam DaviesMarketing Executive

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.

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.

Golf Tourism Monitor

• How does Wales rate?

2012 2011

Welcome 4.6 4.8

Courses 4.6 4.6

Clubhouse 4.1 4.1

Pro Shops 3.9 4.2

Organisation 4.4 4.5

Overall 4.3 4.4

(where 5 represents “excellent”)

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’

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.

Consumer Campaign ActivityOverview

• New edition of Wales: Golf magazineLaunched in Europe at IGTM, Portugal, Nov 2013Launched 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

Consumer Campaign ActivityOverview

• Re-design and update of www.golfasitshouldbe.com

• European Tour programme of activity

• Direct marketing programme to golf database

- 90,000 contacts

- 35,000 with email addresses

Golf Consumer Shows 2013

• PGA Golf Show, Orlando, January 2013

Stand Partners: Asbri Golf & Celtic Manor Resort

Golf Consumer Shows 2013

• Rheingolf Show, Dusseldorf, March 2013

Stand Partners: Celtic Manor Resort

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)

Golf Consumer Shows 2013

Golf Live

Consumer Campaign ActivityEuropean 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

European Tour Partnership2013 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

2013 Tournament ProgrammeNorth 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)

European Tour Partnershipeuropeantour.com

• 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

Consumer Campaign ActivityPartner 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)

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

Travel Trade Activity

Visit Wales role:

1. Encourage more golf tour operators to sell Wales

2. Increase the range of golf product they sell

3. Feature Wales more prominently in brochures and on-line

4. Ensure that Wales is seen as a quality product

Travel Trade Activity

• Dedicated travel trade website www.traveltrade.visitwales.com

• Golf specific section for golf tour operators

• Operators can access information on golf courses, suggested itineraries, news and blogs, images.

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 www.iagto.com

• Currently negotiating reduced membership cost for 2013 (£275 for 2012).

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 - 11-14 November (Barcelona)

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.

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: www.wales.gov.uk/tourism or contact Claire Carew

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.

Visit Wales Contacts

Claire CarewTel: 01792 222417E-mail: claire.carew@wales.gsi.gov.uk[Travel trade activity, development & training]

Claire SandersTel: 0300 061 6101E-mail: claire.sanders@wales.gsi.gov.uk[Marketing programme in general]

Pam DaviesTel: 0300 061 6113E-mail: pamela.davies@wales.gsi.gov.uk[Campaign partner opportunities, website content]

www.golfasitshouldbe.com

Thank you for listening…