With the return of golf on the horizon, St Enodoc Golf Club in north Cornwall has launched some dynamic, modern mobile content to showcase its Church Course, regarded as one of the finest championship links in England.
The St Enodoc ‘Speed Knowledge’ video, created by advertising agency Seven Iron, offers golfers the chance to take a look at the Church Course on their mobile devices before playing it, replacing the need to carry around a strokesaver or watch lengthy drone footage prior to arriving at the course.
In just two minutes, ‘Speed Knowledge’ aims to give a more indepth insight into the course than the aerial views of the course created by drones by highlighting some of the unique characteristics of the course, its key dangers and scoring opportunities.
Thanks to comments from the club’s professionals and club members, the golfer can glean vital insider information on how to play each hole quickly and easily whilst video footage sweeps over the full 18 holes of the course identifying spots that require particular attention when playing.
“From experience we have learnt that golfers find drone footage just a bit too long and offer little information over and above images, so they arrive at the golf course with no real knowledge of what to expect whilst the ‘Speed Knowledge’ fills this gap with an all-encompassing overview in a quick and concise manner,” says St Enodoc general manager, Simon Greatorex.
“The ‘sound bite’ format is both engaging and dynamic and it’s easy for golfers to access via their mobiles as they step onto the first tee, giving them a good idea of what they can expect from the course whilst also gaining some insider course knowledge, essential when making your way around the Church Course. It should therefore enhance the golfer’s experience of playing what is a challenging course, full of quirks and surprises.”
Because ‘Speed Knowledge’ showcases the impressive James Braid-designed course in a user-friendly, short, sharp and dynamic fashion, it can easily be shared with friends and family before – or after – playing.
With more and more golfers relying on their mobiles and the use of social media for information and entertainment, the ‘Speed Knowledge’ is also ideal for the club to use in a variety of marketing applications and communications such as sharing it on online platforms such as Twitter and What’s App.
“Seven Iron’s experience working with a host of blue chip companies and high-end brands has meant that they have produced an exciting and professional online marketing tool for the club. The massive surge in screen time during the recent lockdowns has really woken golf clubs up to the need to promote themselves via mobile devices,” concludes Greatorex.
Creative Director at Seven Iron, Dave Bedwood comments: “It has been a dream ticket to have St Enodoc as our launch video as it is one of the most revered links in England and at the same time extremely photogenic. We are very lucky to be able to have this iconic course to use as a prototype for other clubs to take a look at as it showcases our ‘Speed Knowledge’ concept extremely well.”
Alongside the St Enodoc ‘Speed Knowledge’ content, Seven Iron has produced a three- minute video that interviews American golf architect, Tom Doak, who featured the north Cornish course in his famous tome, ‘Golf Confidential’.
In ‘St Enodoc Hole Stories with Tom Doak’, the American gives his own personal insight into the Church Course describing it as “one of the most beautiful places in golf and I loved it from the first day I saw it” and takes the viewer through the signature holes accompanied by some stunning aerial footage of this dramatic course.
Doak was chosen to comment on the Church Course as he is credited with going a long way to putting the north Cornish course on the international golfing map and has subsequently been brought in by the club to advise on some redesign aspects of the course.
Later this year, Seven Iron will also be producing a 45-minute documentary on St Enodoc that will include a wide variety of aspects of the club and showcase an assortment of interesting facts about the club and course to convey its individual personality and philosophy.
Issues highlighted will range from the evolution of the course from the Ice Age to its current incarnation, from profiling member, Kira Barnes, and her ambitions as a player to shining a light on broader issues in golf such as youth and diversity, from golf psychologies to mental aspects of the game.
St Enodoc also plans to use this longer content to promote the club to the potential visitors.