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THE UK'S LEADING GOLF EVENT MEDIA PARTNER.

THE CHALLENGE

As media partner for the UK’s leading golf tournaments on the DP World Tour our remit is to drive awareness, build excitement, engagement and ticket sales for six leading events in the UK.

It requires a deep understanding of the golf, event seeking, corporate hospitality audience and a challenge to attract first time live golf tournament attendees.

The six events are geographically located across the UK and Ireland, each requiring a bespoke media strategy tailored to the area, with a wider reach for golfing audiences.

Whilst hard core golf fans, corporate clients and jet set followers of the sport are core to its success, we also focused on attracting and engaging with local communities. Bringing in new fans is crucial to the future success of the Tour and the sport.

The 6 prestigious events are…

  • BMW PGA Championship
  • Betfred British Masters
  • Genesis Scottish Open
  • Horizon Irish Open
  • ISPS Handa World Invitational
  • The Rolex Senior Open
  • - Communications Planning
  • - Media Planning & Buying
  • - Content Strategy & Creation
  • - Monitoring & Optimisation

The Strategy

We focused on In-depth analysis of the local media landscape within the ‘sweet-spot’, 2-hour drive radius of the events. Combining TGI desktop media profiling of the target audiences we identified top media channels of the local media market. Alongside local and regional community media we maximised the DP Tour partner portfolio.

With our radio partners we’d piggyback their social media following, email database, on-air and online listenership. Additionally using sponsorships to deliver high frequency messaging in contextually relevant radio sports shows, sports sections of leading publishers in print, online and leading press title sport sections. Heavy adoption of OOH, with premium digital and ambient OOH delivered the message right to the heart of leading sports stadia across the UK where our audience frequents.

We’d also use long form native content with publishers to tell the ‘event story’, showcase the leading players and amazing event atmosphere. This approach has been refined and devised as a winning formula to deliver our key objectives of raising awareness, engaging with the community and driving ticket sales.

The Result

Our relationship with the European Tour started in 2017, planning and buying media campaigns for the Irish Open. Our media planning and buying capability has proved a perfect partnership of aligning creative messaging with audience targeting and media selection. A partnership based on events with world class golf courses, historic venues, fierce competition, encapsulated in a creative proposition of ‘EXPERIENCE MORE’. Marketing effectiveness right there!

With precise targeting, media selection and an art to exploiting partnerships we now apply the approach to 6 leading events since 2020. Annually we’ve delivered full capacity events, attracting new audiences alongside ‘die-hard’ Golf fans. We learn and evolve, continuing to deliver multi-media campaigns across BVOD, digital audio, radio, OOH, press and digital publishers. We’ll leave the last words to our wonderful partnership with the DP World Tour.

"The agency has been a key part of the growth of the Horizon Irish Open over the last few years, culminating in two sell out days for the first time in the event’s history in 2022. The team combine a mix of insight, creativity and local knowledge to produce media plans driving awareness and support conversion to ticket sales."

Claudia Bowman Senior Brand and Marketing Manager
DP World Tour