Global Edition

Advertising drive for new £multi-million media channel

12.20am 13th October 2006 - Corporate

A new ‘outdoor’ media channel, which overcomes the challenges of targetting corporate decision makers and high net worth individuals, has been launched in the UK following its phenomenal success in Europe.
The Elumina Group has secured exclusive rights to market the world’s leading Prolink GPS golf buggy system across Europe, the Middle East, Asia, South Africa and Australasia, and is targeting UK based global advertisers and multi-national organisations through its advertising arm, GP Ads.
The new Midlands based media operation in Stratford-upon-Avon, is now reaping the rewards after installing the system into The K Club’s fleet of golf buggies at
Co Kildare in Ireland, in time for Europe’s successful defence of the Ryder Cup.
With golf being the number one corporate entertaining vehicle in the UK, the new medium enables advertises to target affluent decision makers when they are most receptive, via the stylish 10.4 inch interactive colour monitor on the cart. Using the most sophisticated GPS technology, the system provides golfers with exact yardage distances from the ball to the flag or hazards, from any point on each hole.
Full and quarter screen advertising and banners can be displayed and are programmed to be visible for up to 15 minutes per hole, enabling golfers the opportunity to see and absorb key messages and information.
Angela Catlin, marketing director of GP Ads explained, “There are more than 50,000 screens scheduled to be installed at high profile golf resorts for 2007. These will be
viewed directly by over 18m viewers on 740 golf courses worldwide.
“No other medium can target this market in such a persuasive way, which reflects the high levels of interest being expressed. Advertising deals have been signed with a number of automotive marques, airlines, financial services, international property developments and luxury goods’ advertisers.
“Over the next week or so, a joint venture will be announced with one of the UK’s leading outdoor specialists. The results have way exceeded our expectations and the success for advertisers reflects the no wastage factor, targeted OTS rates and flexibility in terms of switching campaigns at short notice without incurring cost penalties”, she added.
Commenting John McHenry, Director of Golf from the ‘K’ Club said, “In view of the particularly challenging weather conditions throughout the Ryder Cup, our fleet proved invaluable and were seen by more than 250,000 spectators. The system will continue to prove hugely beneficial and provide additional enjoyment to all our corporate visitors during the coming months.”
Advertising is available on a national and international basis and can be selected by country or region. Over 25 luxury resort facilities have installed the Prolink GPS system in the UK this year across their buggy fleets and the number of units for 2007 is expected to quadruple over the next 12 months.
Using the latest technology, the units are programmed with a colourful graphic designed hole by hole guide of the course, which provides golfers with ‘live’ yardages from the ball to the flag or to key hazards. Playing tips and interactive features make the system a virtual caddy, significantly enhancing the golfing experience.
From a club management perspective, the sophisticated system provides added revenue benefits and enables course marshals to monitor speed of play and receive orders for food and drinks from golfers during their round.
The success of the system has already been recognised by the PGA’s of Europe and the Prolink GPS System has become its official partner.
Elumina Group

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