EventScotland and VisitScotland have jointly unveiled a new-media campaign encompassing a brand new website, an online interactive golf game and an advertising campaign to accompany it all.
The print and media advertising campaign has been launched to capitalise on the final days’ play at Celtic Manor, and will promote Scotland as the next European destination for the Ryder Cup.
The marketing and advertising campaign will be supported by Scotland’s dedicated Ryder Cup 2014 website, www.rydercup2014.com. The website will act as a hub of information providing users with up-to-date insights and developments in the run up to Gleneagles 2014.
In order to firmly position Scotland as the next European destination and give potential visitors a real feel of what the Gleneagles course has to offer an interactive game has been developed.
The game will give fans the chance to compete on the first four holes of the Jack Nicklaus designed course by stepping into the shoes of either current Ladies European Tour pro Lynn Kenny or Gleneagles very own trainee pro, Fraser Dunlop. Gamers will have to then control the power and accuracy of the tee-shot on each hole.
There’s also the opportunity to enter a competition to have the chance to play the famous fairways of The PGA Centenary Course and to enjoy an overnight stay in the world renowned Gleneagles Hotel.
EventScotland and VisitScotland, working with other public agencies including the Scottish Government, Scottish Development International and Scottish Enterprise, have already begun planning to ensure Scotland is in prime position to capitalise on world sports third biggest event in terms of TV and Media coverage, thus capitalising on the £100m the event is expected to deliver to Scotland’s economy.
In addition to the marketing activity and online game, a short film, presented by renowned comedian, columnist and radio broadcaster Des Clarke, unearths the threads of what makes the game of golf so special to the people who live, work, and visit ‘The Home of Golf’. It will showcase the very best of what the country has to offer from a business and tourism perspective and sets the scene for an exciting few years ahead.
Some 45,000 spectators are expected to attend the Ryder Cup during the six days of the event including a high proportion of overseas visitors especially from the USA. This, combined with vast media and television coverage will raise the profile of Scottish golf and cement Scotland as ‘the’ place to play golf.
VisitScotland Chairman, Mike Cantlay said: “The Ryder Cup will undoubtedly be a huge opportunity for Scotland to capitalise on an event that will showcase Scotland to a global audience and contribute many millions to both the local and national economy.
“The team behind Scotland’s preparations has been working tirelessly in positioning Scotland as the next European host nation for the competition; this hard work will intensify as we get closer to 2014, in order to exceed the expectations of everyone attending the event.”
Paul Bush OBE, Chief Operating Officer at EventScotland agreed, saying, “The 2014 Ryder Cup is set to be a jewel in Scotland’s golfing crown. We have four busy years on the golfing calendar leading up to this event, including the RICOH Women’s British Open and the Walker Cup in 2011, the Curtis Cup in 2012, and the return of The Open Championship in 2013, before the eyes of the world turn to Gleneagles in 2014.
World class golf events in Scotland have a huge impact on the national economy and we will be working hard as the national events agency to continue to raise the standard of the tournament, and to ensure that the legacy of the matches extend well beyond 2014.”
Ryder Cup 2014 www.rydercup2014.com