Ryder Cup brought success to VisitScotland

By: November 25, 2014

Nowadays, Scotland attracts 220,000 golf visitors every year. 92,000 other visitors play golf whilst on holiday. Scotland's National Tourism Organisation (VisitScotland) and Golfbreaks.com ran recently a promotion campaign between September 2013 and August 2014 to foster golf tourism in Scotland and to exceed the above mentioned figures. 

I assume you met with their campaign's ads in leading golf magazines like Golf Monthly, Today's Golfer and National Club Golfer or via other partners like ScotRail, European Tour or Lothian Buses.

Ryder Cup - pic 2b

The prize for 4 people was: tickets to the final day of The 2014 Ryder Cup, accommodation in Edinburgh and Turnberry, a £500 goodie bag and rounds of golf at some of the finest golf courses in Scotland.

These included the host venue for the 2015 Aberdeen Asset Management Scottish Open, Gullane Golf Club, Dundonald Links and the Championship Ailsa Course at Turnberry. The 3 winners are from UK, France and Germany.

In addition to achieving great exposure to Scotland and Scottish golf courses, VisitScotland and Golfbreaks.com built a decent size customer database of 74,500 entries during the campaign.

My questions are:

  • what is the number of additional booking for Scottish golf courses in Golfbreaks.com (+ growth rate);
  • what is the cost of an entry (aka cost per lead);
  • change (%) in awareness of Scottish golf courses;
  • how will they utilize the acquired customer database.

I hope this was not a one-off initiative/campaign, and there will be continuation.