A Practical Toolkit for Golf Events and Golf Marketing
Total Page：16
File Type：pdf, Size：1020Kb
Golf Tourism Marketing A practical toolkit for golf events and golf marketing Royal Portrush Golf Club, Causeway Coastal Route 1 Royal County Down Golf Club, Co. Down Contents Northern Ireland Made for Golf 3 Who are our golf visitors? 4 Golf events 5 A huge 2019 6 ISPS HANDA World Invitational 7 On your doorstep 8 Tee it up for golf visitors 9 The Northern Ireland Brand 10 The Golf Tourism sub-brand 11-15 Working with the brand 16 Brand examples 17-20 Northern Ireland Brand examples 21-24 Swing into action 25 How to get involved 26 Ready to tee-off? 27 2 £ £42.6m £2,481 30% outside of £7.6m total economic 124,600 avg spend on 106,906 23% from local area Northern Ireland impact per annum visitors per year golf holiday spectators 47% rest of Northern event related Ireland (25% Republic expenditure within of Ireland, Northern Ireland 5% rest of world) businesses Northern Ireland Key golf markets are North America, £ Great Britain, Made for Golf Republic of Ireland, 60% £50m Europe, Nordics Northern Ireland is huge in the golf world. It’s amazing a region£42.6m want to see tourist from golf£2,481 tourism 30% outside of so small can produce so many world-class golfers. And our 124,600 and Germany 23% from local area £7.6m total economic attractions when per annumavg spend is the on 106,906 Northern Ireland courses are well above par too. We’ve got some of the bestimpact per annum visitors per year golf holiday spectators 47% rest of Northern event related not on the course target by 2020 (25% Republic expenditure within in the world and over 90 in total, all somehow squeezed into Ireland of Ireland, about 5,460sq miles of lush landscape. 90,000 £1.6m 10,000Northern Ireland £2m Being broadcast around estimated number of 5% rest of world) businesses It means this place really excites golf visitors. And we should £ total economic estimated number potential value the world, the Irish Open Key golf markets visitors to Portstewart all be excited about that. Golf tourism drives money into local impact of international of positive PR presents a key opportunity are North America, & North Coast businesses and our economy. It brings£42.6m in £42.6m per year at £2,481 Great Britain, 30% outside of £7.6m visitors to showcase Northern Ireland the moment and even bigger numberstotal are economic expected very soon. 124,600 £avg spend on Republic of Ireland, 106,906 23% from local area Northern Ireland as a golf destination impact per annum 60%visitors per year £50mgolf holiday spectators 47% rest of Northern event related want to see tourist 35 Europe, Nordics (25% Republic expenditure within from golf tourism and Germany Ireland of Ireland, £42.6m attractions when £2,481per annum is the 30% outside of £7.6mNorthern Ireland total economic 124,600 Whereavg golf spend champions on 106,906 23% from local area 5% rest of world) visitorsnot onper the year course target by 2020 43,000 47% rest of Northern Northern Ireland event related businesses impact per annum aregolf born holiday and play; Key golf markets Royal County Down the number of visitors spectators (25% Republic are North America, voted No. 1 course Ireland expenditure within Rory McIlroy, of these are Quality attracted to our home 90,000 of Ireland,£1.6m Northern10,000 Ireland £2m Being broadcast around Graeme McDowell AssuredGreat golf Britain, courses in the World 2016/17 grown European Tour Event; estimated number5% of resttotal of world) economic estimated54 number the world, the Irish Open (Golf Digest) businesses potential value and Darren ClarkeKey golf marketsRepublic of Ireland, the NI Open, Galgorm Castle visitors to Portstewart impact of international of positive PR presents a key opportunity 60% £50m & North Coast want to see tourist are North America,Europe, Nordics Signature Hole is the visitorsholes of golf Strand Courseto showcase Northern Ireland from golf tourism and Germany across attractions when per annum is the Great Britain, 1st with panoramic views yardsas a golf destination not on the course target by 2020 35Republic of Ireland, to Mussenden Temple courses 7,004 60% £50m Europe, Nordics 3 par want to see tourist from golf tourism 90,000 72 attractions when Where golf champions and Germany £1.6m 10,000 £2m Being broadcast around per annum is the 43,000 estimated number of total economic estimated number the world, the Irish Open not on the course targetare by born 2020 and play; Royal County Down the number of visitors potential value Northern Ireland Golf Tourism Monitor 2018 visitors to Portstewart impact of international presents a key opportunity Lough Erne Resort, Co. Fermanagh Rory McIlroy, of these are Quality voted No. 1 course of positive PR 3 attracted to our home 90,000& North Coast visitors to showcase Northern Ireland Graeme McDowell Assured golf courses in the World 2016/17 £1.6m 10,00054 £2m Being broadcast around grown European Tour Event; estimated number of as a golf destination and Darren Clarke £9.5m 28,373(Golf Digest) the£12m NI Open, Galgorm Castle total economic estimated number potential value the world, the Irish Open visitors to Portstewart impact of international presents a key opportunity 35 tourism revenue bed nights generated economic benefit Signature Hole is the holes ofof golf positive PR Strand Course & North Coast visitors across to showcase Northern Ireland generated £1.2m in sales to NI businesses 1st with panoramic views yards Where golf champions 7,004as a golf destination Royal County Down 43,000 to Mussenden Temple 3courses are born and play; 35 the number of visitors par Rory McIlroy, of these are Quality voted No. 1 course attracted to our home 72 Where golf championsGraeme McDowell Assured golf courses in the World 2016/17 grown European Tour Event; 54 (Golf Digest) 43,000 are born andand play; Darren Clarke Royal County Down the numberthe NI of Open, visitors Galgorm Castle voted No. 1 course Rory McIlroy, of these are Quality attracted to our home Signature Hole is the holes of golf Strand Course Graeme McDowell Assured golf courses in the World 2016/17 grown European Tour Event; 54 across £9.5m (Golf 28,373Digest) £12m 1st with panoramic views 7,004 yards and Darren Clarke tourism revenue bed nights generatedthe NI economicOpen, Galgorm benefit Castle to Mussenden Temple 3courses Signature Hole is the holes of golf Strand Coursepar generated £1.2m in sales to NI businesses across 72 1st with panoramic views yards to Mussenden Temple 3courses 7,004 par 72 £9.5m 28,373 £12m tourism revenue bed nights generated economic benefit £9.5mgenerated 28,373£1.2m in sales £12mto NI businesses tourism revenue bed nights generated economic benefit generated £1.2m in sales to NI businesses Who are our golf visitors? Our Golf Tourism Strategy identifies our golf visitors aligned to key geographical markets and their needs. Let’s find out more about them. Trophy Hunters Four Balls Couples Golf Value Golf Seekers Society Golf Corporate Golf Market Market Market Market Market Market USA, Canada, GB (limited) Germany & Nordics GB, ROI, Germany & Scandinavia GB, ROI GB, ROI GB, ROI Motivations/Needs Motivations/Needs Motivations/Needs Motivations/Needs Motivations/Needs Motivations/Needs Ticking the box of New experiences Open to short breaks Value for money Travel in groups Decision made by Senior famous courses and longer stays Management Team Book independently Quality of experience Pre-booked & flexible Not price sensitive Happy to combine links is important tee times required Not price sensitive Pre booked tee times and parkland High value experiences Travel in groups Happy to combine links Corporate meetings Happy to combine links Emphasis on quality of and parkland Direct flights & parkland parkland experience Pre booked tee times Resort golf packages Value for money 4*/5* accommodation Opportunity to package Genuine NI experience Happy to combine links Add on packages parkland & parkland Quality experience Long lead times Hospitality and culture Availability of experiences Interest in other NI important Emphasis on quality of 3* plus accommodation for the predominantly Role of tour operators experiences parkland experience male market crucial Historical / boutique Friendly welcome accommodation Food and drink important Best of Northern Ireland itineraries Tailored programmes Short breaks Memorable experiences Late bookings common Direct access New / undiscovered experiences to try 4 Golf events Several tournaments are about to bring golf to the fore in Northern Ireland. Over the next couple of years, we will host the ISPS HANDA World Invitational at Galgorm Castle and Masserene Golf Clubs, The 148th Open at Royal Portrush in 2019 and lots of top amateur events. They will tee-up major celebrations around Northern Ireland golf and Northern Ireland in general. We will be the centre of the golfing world for a while. All eyes will be on us. So let’s all give them a show to remember. Royal Portrush Golf Club, Causeway Coastal Route 55 A huge 2019 The biggest hitter in this golf-fest will be The 148th Open at Royal Portrush in 2019. This is a hole-in-one for Northern Ireland. It’s the first time in almost 70 years this iconic championship has visited Northern Ireland, and it will be the biggest sporting event in our history. The famous competition is the oldest Major in the world and the only one held outside the US. It doesn’t get any bigger than that. So let’s really savour this and make the most of every opportunity it brings. #TheOpen Royal Portrush Golf Club, Causeway Coastal Route 6 ISPS HANDA World Invitational presented by Modest! Golf 14 - 18 August 2019 Galgorm Castle Golf Club The event formerly known as the talent like Leona and Lisa Maguire NI Open, the most successful and Stephanie Meadow, with men and best attended event on the and women playing the same European Challenge Tour, has been courses, at the same time while transformed into a new global event competing for equal prize money! for men and women professionals.