Global Edition

Azalea the new force in the golf industry

12.20am 29th November 2006 - People

The golf industry is set to benefit from a fresh approach with the launch of a unique company drawing on years of experience and reputation.

The Azalea Group, which offers a complete PR, marketing and management service for the golf industry, is born out of an agreement between golf specialist Pete Richardson Communications Ltd and various experienced operators within the golf industry.

Azalea operates out of two offices: the existing Hampshire site of PRC and an office at Southbank House in central London.

In addition to the public relations activity for which the original company was renowned, Azalea is able to offer full sales, marketing and business solutions.

The directors include Colin Brunton, who takes the role of chairman, marketing specialist Andy Barwell, and former Conservative Party campaign director Stephen Brine, who can each bring business development and golf trade experience to bear.

Pete Richardson, who started the specialist golf PR company three years ago, explained, “The market is changing and we have to evolve with it. Fewer people want a basic public relations service; what they require is PR as an element of a complete marketing solution. And that is what we are now able to supply with the expansion of the operation.”

All PRC’s existing clients will transfer over to Azalea, which already handles Lusort, the company developing the resort of Vilamoura, in Portugal; the Qatar Masters; and is helping to launch the Nokia N93 Golf Edition mobile phone with the new on-line golf club, The Golf Vine.

Richardson, who takes on the role of managing director with Azalea, believes it is an exciting development for the company – and for the clients.
“We are now in a position to optimise sales, marketing and management strategies to increase revenues for existing and new clients in addition to delivering the best available PR service within the golf industry itself, and in associated areas such as travel, international property sales and other projects targeting golfers,” he said.

“We honestly feel nobody in the industry can currently offer the same breadth of experience as Azalea. The company handles some of the most innovative, successful and results-driven golf businesses out there, which means it’s a new dawn for us and anybody within the golf industry looking to move to the next level.”

PRC’s existing clients include the Golf Show Co Ltd, the Leaderboard Group, Barwell Leisure, Flexiswing, TeeGenius and Precision Golf.
The Azalea Group

In related news... (GBN) is for the many thousands of people who work in the golf business all around the world.

We cover the full range of topics both on and off the course. We aim to supply essential information both quickly and accurately in a format which is easy to use. We are independent of all special interest groups.


Click here to sign up for our free twice weekly golf industry news summary

View the latest newsletter here