The Costa Tees Off Again

Nº 277 - SEPTEMBER 2018 - FREE COPY SENIOR TOUR Jiménez finishes third in Washington The Malaga golfer maintained his recent good form at the Boeing Classic [P11] EUROPEAN TOUR Valderrama prepares for the Masters The San Roque course, scene of many historic duels, is gearing up for the Andalucía Masters [P6] Malaga province steps up the The Costa promotion of its 70 courses and signs deals with Movistar and Audi Huelva, where golf and nature unite tees off again to organise tournaments [P2&3] This Andalusian province brings together golf, nature, beaches and leisure for an all- round experience [P7] :: ADOLFO JUAN LUNA 2 ANDALUCÍA September 2018 COSTA DEL GOLF The Costa del Sol intensifies promotion of its 70 golf courses The area is making a major investment to organise new amateur and professional tournaments and is joining forces with Audi and Movistar for the next four years ALBERTO rights in the world with all the big GÓMEZ tournaments and tours and its own production content. It is potentially available in hundreds of thousands homes which have access to the package which includes the channel. The format of play, the prizes he Costa del Sol is to be- and Movistar Golf coverage “make come a strategic partner it essential for players and sponsors,” to the Audi Movistar+ Golf says Arturo Bernal. T Tour for the next four The Audi Movistar+ Tour is sup- years. This is one of the region’s ported by three partners: Audi, most important sports investment Movistar and Olagolf. Movistar+ and projects, worth 40,000 euros a year: Audi each used to organise their own in other words, 160,000 euros of tours but with the same audience sponsorship over the four years of in common common. Then in 2013 the contract. Movistar+ joined the Audi golf tour Arturo Bernal, the general direc- together with the Olagolf company, tor of the Turismo Costa del Sol or- which contributed its experience ganisation, says this is an important in organising sports competitions, campaign which aims to promote bring together what were two tours the Costa del Sol “as a benchmark to create the Audi Movistar+ Tour. destination in the golf sector”, because the province, with more than Costa del Sol Cup 70 golf courses, “is the finest desti- For the next four years, the Costa nation for tourists of this type”. del Sol will be a stategic partner on In return, the Tour will be named the tour. This year there will be two ‘Race to Costa del Sol’ and Movistar tournaments in the area as part of Golf will be issuing summaries of the Costa del Sol Cup (the Ryder all the matches on the Tour: inau- Cup-style competition in which the gural tournaments, regular tourna- 12 best Audi golfers play the best ments, the Spanish final and the in- Movistar+ 12); it will take place just ternational final, via 17 different before the Spanish final in Tener- programmes. ife. In 2019, there will be two tour- The agreement also includes the naments on the Costa del Sol as well Costa del Sol being mentioned and as the Spanish final, in the same appearing on golf programmes, and area. In 2020 a tournament will be a special programme dedicated to organised alongside the Costa del the tour and its sponsors. The plan Sol Cup in addition to the Spanish includes an advertising package val- final, also played on some of the ued at 37,600 euros; a guaranteed courses in the area, and in 2021 there representation on 17 special pro- will be two tournaments and the grammes dedicated to the tour; a Spanish final. space within the ‘tour’ classifica- The principal objective of this tion; the initial broadcasting and agreement is to link the Costa del playbacks of each programme up to Sol brand with those of recognised six times; 40 seconds of guaranteed Marbella is one of the towns with the most golf courses, such as Villa Padierna. :: SUR prestige such as Movistar+ and Audi, visibility for the Costa del Sol on but above all “to raise awareness of each broadcast; 150 seconds of ex- the destination among a target audi- posure on every golf course in the This platform, dedicated to in the golf industry are crucial ence of golf lovers, attract more golf- area and promotion for areas of the A MOBILE APP WITH professionals and fans of this in attracting tourists to this ers to the destination, generate a Costa del Sol such as Malaga, Mar- sport, is an “effective tool for sector, this is an attempt to demand for golf in the summer sea- bella, Estepona and Sotogrande up A MILLION GOLFERS the promotion of the Costa del “reach the final consumer di- son through participation in these to four times in the Golf Trips sec- Sol as a benchmark destination rectly”, through a communica- tournaments and communicate the tion, on the ‘Verde, te quiero verde’ in this sector: it is one of the tion strategy directed at active advantages of the Costa del Sol to programme. very best, because it has over professionals. the Spanish market,” say sources at Sources at the Malaga provincial A mobile phone app created for 70 golf courses,” say sources at About 35,000 euros have the provincial government. government say this tour is part of the Turismo Costa del Sol orga- the Malaga provincial go- been invested in creating a At present the Costa del Sol is ex- the Movistar+ plan to promote golf nisation is aiming to promote vernment. platform which offers over pecting a large number of golf fans as a sport of interest and publicise the local golf sector in Europe, Arturo Bernal says this app 40,000 golf courses all over for the tournament which will take its Movistar Golf channel, a TV chan- the USA and Canada. The is a commitment to sectors the world and offers the con- place on 25 and 26 September at Ata- nel designed for golf fans which platform already has a million which help to promote the sumer personalised services laya Golf and Country Resort in broadcasts the principal tourna- registered golfers and the idea area as “the best destination such as finding, organising and Malaga. ments in the world live; four ma- is to expand the possibilities of not only in the summer, but booking golf courses before The Costa del Sol will also be pro- jors, the Ryder Cup, European Tour, this tourist destination by all year round”. travelling, following the play moting its benefits as a winter des- PGA Tour and women’s majors. offering more personalised Although alliances with in- during the round and compa- tination during the fourth quarter The channel broadcasts 24 hours services. termediaries and professionals ring results. of this year, with about 50 activi- a day and has the best broadcasting ties being planned. These are mainly September 2018 ANDALUCÍA 3 COSTA DEL GOLF M Andalucía designs a plan to attract British and German tourists The region’s golf facilities will be promoted together with other attractions in campaigns carried out in both countries The Costa del Sol has 70% of the golf courses in Andalucía. :: SUR :: ALEJANDO DÍAZ Andalucía is to spend 2.2 million euros to attract visitors from the UK and Germany during the rest of this year. The money will be used on 50 campaigns in both countries and on social media, and there will be a focus on new sectors such as language tourism and golf tourism. The Junta de Andalucía’s Minis- ter of Tourism, Francisco Javier Fernández, said last month that this campaign aims to reinforce the others which have been carried out during the year. “The emphasis will be on all the things that visitors have yet to see,” he explained, and the campaign will run alongside others which are scheduled in the forthcoming Golf attracts numerous visitors to Andalucía. :: SUR months, including those aimed at visitors from other parts of Spain. there will also be campaigns on the model which has been so suc- “Andalucía can provide anything a television, in the press and special- cessful before, especially on the tourist wants,” he stressed. ist British media. The actions in the Costa del Sol, which is that of lan- La Costa del Sol will ‘partner’ Audi and Movistar. :: SUR To attract visitors from the UK, UK will not take place exclusively guage tourism”, explains Fernán- there will be 26 promotional ac- in London: Andalucía’s cultural dez. Andalucía will also have a pres- IGTM, the Costa del Golf Tourism tions costing 1.66 million euros, tourism is also to be promoted in ence in Berlin and at the German The aim is to raise awarenss ‘pro-am’ and a presence in the final including participation in the Elite Manchester, which is “the desti- travel agents conference. of the destination among of the France Golf Tour and the congress in Granada and the Brit- nation with the best air connec- golf fans and attract more Women’s Open. ish Tourism Agency in Seville on 8 tions with Andalucía,” he says. Tour operators There are more than 70 golf October; the idea is that travel One of the objectives of the cam- Figures show that 40 per cent of amateur players to the area courses on the Costa del Sol, which agents come to the region and are paign is to attract young tourists German tourists use tour operator is nearly 70 per cent of all those in direct contact with local profes- to the region, and this will be packages when they travel, so the existing in Andalucía, where the sionals.

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