Global Edition

Customer engagement the focus of BGL Golf digital marketing investment

10.40am 5th April 2013 - Corporate


BGL chief executive Colin Mayes
BGL chief executive Colin Mayes

BGL Golf, the UK’s leading course owner and operator, has affirmed its commitment to customer engagement by increasing its investment in digital marketing.

The company, privately owned by Lord Iveagh and members of the Guinness family, has appointed an online marketing executive, to work closely with the group’s 10 golf facilities developing social media campaigns for Twitter, Facebook, Linkedin and YouTube.

More than 30 per cent of the group’s current web traffic originates from mobile devices and BGL Golf’s digital plan also includes the creation of 11 new mobile-optimised websites.

Colin Mayes, BGL chief executive, said: “Our objective is to enable customers to engage with the BGL Golf brand and our centres 24 hours a day, seven days a week. By investing in social media marketing we are positioning ourselves at the centre of the community.”

BGL Golf’s new online marketing executive, Amanda Smerczak, brings significant experience to the role from previous work at national sports governing bodies in the UK including; The Amateur Swimming Association (ASA), British Swimming and Scottish Swimming, plus two years as Programme Manager at the Wentworth Club in Surrey.

Commenting on her appointment, Amanda said: “My goal is for BGL to lead in the social media market through best practice and to develop the business’ image in line with its core values to encourage more families and children to visit its golf and leisure facilities.”

Colin added: “Half of all UK mobile users now have a smartphone, enabling them to view websites and make active purchases, including booking online tee times. We believe it’s important our centres offer customers accessibility, convenience and a high level of service, and our digital platform is a central part of our strategy to meet their needs.”

For more information about BGL Golf, visit: and

Picture Caption: BGL chief executive Colin Mayes

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