Landmark Media has been making headlines for its clients all week at the Ryder Cup – and then featured itself in a major article about the future of golf.
Director Gary Firkins broke the ‘waterproofsgate’ story on day one when the American Ryder Cup team approached ProQuip, a Landmark Media client, to supply reserve rain suits.
Firkins revealed: “ProQuip alerted me soon after the suspension of play on Friday morning to say they had been approached by the American team to supply new rain suits for the players and caddies.
“We immediately tipped off Sky Sports and then a number of key broadcast, newspaper and media contacts, and the story went live within 15 minutes.
“The news immediately went around the world and received massive amounts of publicity. Our phones did not stop ringing all weekend and Richard Head, ProQuip’s managing director, did an outstanding job giving interviews to broadcasters and journalists, but was also extremely magnanimous in an unprecedented situation.”
But it wasn’t just a case of good reactions. The specialist Scottish weatherwear brand, which has retained Landmark Media for the past five years, benefitted from a sustained pre-event PR campaign so that journalists were aware of ProQuip’s contribution to the European team effort, including early and detailed deliberations with Captain Colin Montgomerie, 12 months before the Ryder Cup.
Landmark Media was also involved in the editing and launch of KPMG’s ‘Business of Professional Tournament Golf’ report at the Ryder Cup, where journalists from leading national newspapers and broadcasters were invited to attend a private briefing with the head of KPMG’s Golf Advisory Practice, Andrea Sartori.
The tables were then turned when Gary Firkins became the lead commentator in an article in The Observer, under the headline, ‘Out with the sexism at clubs and in with sexy golf.’
Firkins underlined the importance of bringing more women and juniors into the sport by using the example of another Landmark Media client, Burhill Golf and Leisure, and its successful chain of quality pay-and-play golf centres.
“It was a phenomenal week for our clients, especially ProQuip, which has benefitted significantly from a torrent of media coverage,” added Firkins. “It shows the value of good strategic planning, as well as the ability to react quickly to a changing situation.”
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