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Visit Wales

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Visit Wales Golf Marketing Claire Sanders Senior Brand Executive Claire Carew Senior Golf Development & Marketing Executive North Wales Golf Forum – PowerPoint PPT presentation

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Title: Visit Wales


1
Visit Wales Golf Marketing
  • Claire Sanders
  • Senior Brand Executive
  • Claire Carew
  • Senior Golf Development Marketing Executive
  • North Wales Golf Forum
  • February 2011

2
What we will cover today
  • The 2010 Ryder Cup the end of the beginning
  • Visit Wales golf marketing programme 2011
  • - Consumer activity
  • - Media Relations
  • - Working with golf tour operators
  • Key opportunities

3
The 2010 Ryder Cup
  • The Ryder Cup - Not just a three day event in
    Newport, South Wales but a ten year opportunity
    to
  • - Raise Wales international profile
  • - Raise the profile of Wales as a golf
    destination
  • - Increase the value and volume of golf
    tourism to Wales
  • A Welsh Ryder Cup, not a Ryder Cup in Wales

4
The 2010 Ryder Cup
  • A brilliant event, the greatest Ryder Cup ever.
    Deric Henderson, Irish Press Association
  • Unbelievable. it has certainly put Wales on the
    golfing map. Nicola Sands, BSI Speedway
  • Totally unforgettable. So much emotion, so much
    fun a real Welsh touch Didier Allaz, UEFA
  • Wales did itself proud! All of the comments
    from our customers were overwhelmingly positive
    about the service and hospitality of the Welsh
    people. Thank you Wales!
  • Bill Hogan, Wide World of Golf

5
The 2010 Ryder Cup
  • The finale seemed to make it all so perfect, and
    will ensure that Wales 2010 will be remembered
    not only for all the right reasons but as one of
    the greatest sporting dramas of all time!
  • Nic Brooke, Daily Mirror

6
A Welsh Ryder Cup
7
A Welsh Ryder Cup
8
A New Chapter
  • We have to ensure that we keep Golf in Wales in
    front of three key groups
  • 1. Consumers
  • 2. Media
  • 3. Tour Operators

9
A New Chapter
  • Target markets
  • - UK
  • - Ireland and USA
  • - Northern Europe
  • Retain the positioning for Wales as a golf
    destination
  • Golf as it should be

10
Consumer Activity
  • Golf Wales guide updated edition March 2011
  • Updating Golf website www.golfasitshouldbe.com
  • Direct marketing programme to golf database
  • Golf specific activity in international markets
    where campaign
  • activity already planned (Ireland, Germany,
    USA/Canada tbc)
  • Six month programme of activity with a media
    partner eg Golf Monthly

11
Consumer Activity
  • Presence at Golf Live (May 2011)
  • Year long programme of activity with
    europeantour.com
  • - display advertising
  • - competitions
  • - database mailings
  • - e-news features
  • - destination features
  • Presence at 11 golf tournaments (May-Sept 2011)

12
2011 Tournament Programme
  • May
  • BMW Championship, Wentworth
  • June
  • Celtic Manor Wales Open
  • BMW International, Munich, Germany
  • July
  • Alstom Open de France, Paris, France
  • Nordea Scandinavian Masters, Stockholm, Sweden
  • British Seniors Open, Walton Heath
  • Womens British Open, Carnoustie, Scotland (tbc)
  • August
  • Irish Open, Killarney, Ireland
  • Johnnie Walker Championship, Gleaneagles,
    Scotland
  • September
  • Omega European Masters, Crans Montana,
    Switzerland

13
Media Relations Programme
  • 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
  • Host media reception at PGA Golf Show, Jan 2011
  • Host European Golf Travel Media Association
    visit, June 2011
  • Hold first Ryder Cup anniversary media visit
    (Sept/Oct 2011)
  • Target 30 golf media visits during 2011 (10 of
    overall target)

14
Visit Wales - Media Relations Programme
15
Trade/B2B Activity
  • Working with golf tour operators
  • Working closely with International Golf Tour
    Operators Association (IAGTO)
  • - to establish a Wales chapter
  • - Wales familiarisation visit, June 2011
  • Attendance at 2011 International Golf Travel
    Market (Nov 2011)
  • - 35 appointments with international golf tour
    operators
  • - partner opportunities
  • Closer working relationships with other golf tour
    operator associations in our key markets
  • - North American Golf Tour Operators
    Association
  • - Irish Golf Tour Operators Association

16
Trade/B2B Activity
  • New travel trade website www.traveltrade.visitwale
    s.com
  • Golf specific section for golf tour operators
  • Golf courses, itineraries, news, image resources

17
Trade/B2B Activity
  • Marketing partnership with a key UK and a key
    USA golf tour operator
  • Golf tour operator resource pack (dvds, images,
    logos, web links)
  • In Wales golf tour operator support Golf cluster
    support and marketing opportunities
  • eg Snowdonia Golf Coast
  • Golf Coast North Wales
  • Golf North Wales

18
Thank you for listening Over to Claire
19
Existing opportunities
  • 1. IAGTO - Wales Chapter
  • 2. Currently making changes to
    www.golfasitshouldbe.com
  • VW aims to make it more active with blogs, more
    news, footage and testimonials we need your
    help
  • What are benefits of this site?
  • Our marketing campaigns are all designed around
    this strapline so this is where your potential
    customers are being sent
  • Free advertising
  • When Golf Wales is googled Golf As It Should
    Be comes up first.
  • Google juice - improving your ranking on google
  • We received 88,000 hits between February 2010 to
    February 2011 with 88 of these new visits
  • How to update your club or cluster details
  • 1. Via web-site 2. e-mail
    caroline.davies_at_wales.gsi.gov.uk
  • 3. Image centre

20
Update
  • Ryder Cup Celebration competition - Best Golf
    Club event
  • Winner Southerndown Golf Club
  •  
  • Staged the RCW Welsh Young Professionals
    Championship in May  
  • Created a page on our website detailing links
    between Southerndown and the Ryder Cup
  •  Played a Men's Ryder Cup 'match' on 24th July
  •  Played a Ladies' Ryder Cup 'match' on 20th
    September  
  • Staged a Ryder Cup 'match' on 29th September
    between 5 members and 5 visitors from Baltimore
  •  Produced a Souvenir Brochurewhich was given to
    each of over 400 visitors who played Southerndown
    during the Ryder Cup 'fortnight'.
  • Produced a special Welsh-flavoured Ryder Cup menu

21
Update
  • Visit Wales continues to be a member of ING
    (International Network of Golf)
  • ING is a Media based association that networks
    the golf industry
  • Benefits
  • - VW attended the PGA show in Orlando and this
    provides an invaluable opportunity for VW to have
    a presence and showcase our regions and clubs
    amongst golf tour operators, consumers and golf
    travel writers.
  • - ING annual awards recognises
    outstanding achievement in the golf business.
  • 2010 winner of the Public Relations/Promotions
    award went to Visit Wales for its Ryder Cup
    Promotions.

22
To Conclude-
  • From the day the 2010 Ryder Cup was awarded to
    the Celtic Manor in Wales, the host country had
    one major goal in mind introduce itself as THE
    hidden gem among all of the worlds golf
    destinations.
  • Visit Wales marketing guru Roger Pride and his
    team developed a well-conceived plan, based on
    the theme Golf As It Should Be. They built a
    marketing fund that would allow them to reach all
    the key markets around the world. They traveled
    tirelessly to spread the message.
  • And throughout the entire six- year campaign they
    carried out the plan with a humbleness, passion
    and sense of humour that is reflective of the
    entire Wales citizenship. This professional
    effort laid the foundation for what was bound to
    be a huge success. Then mother nature took over.
  • The first thing American viewers saw when they
    tuned in on that first day of the competition was
    a course under siege . Rains pounded the 2010
    course, and umbrellas dominated the landscape
    (only steve asmen was smiling). Play was delayed,
    the schedule was turned upside down, and suddenly
    the talk turned from Wales as a wonderful golf
    destination to rainsuits that helped soak the
    American teams chances.
  • But thank goodness the sun came out on the final
    day, shining its light on a thrilling finish to
    the Ryder Cup, and putting a glow on the final
    impressions of Wales.
  • Europe won the Ryder Cup , but the real winner
    was Wales, and all of the courses, hotels and
    businesses fueled by golf in that beautiful
    country. No host country has embraced the Ryder
    Cup as did Wales. Never has a Ryder Cup played
    such a significant role in the branding and
    marketing of a destination as did 2010. And
    rarely has a golf marketing plan been as well
    conceived and conducted as Visit Wales effort
    surrounding the Ryder Cup.
  • Three cheers to our friends in Wales . This years
    Ryder Cup was truly Golf as it should be.
  • Mike Jamison E.D for ING

23
Thanks you for listening
  • Contact details
  • Claire Carew
  • Tel 01792 222417
  • E-mail claire.carew_at_wales.gsi.gov.uk
  • Claire Sanders
  • Tel 02920 475238
  • E-mail claire.sanders_at_wales.gsi.gov.uk
  • www.golfasitshouldbe.com
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