Global Edition

Direct marketing for Scottish golf tourism

9.00am 18th February 2002 - Travel

Over 700,000 golfers in Scotland’s key markets are being targeted in a new drive to attract more to come and play in the Home of Golf.

VisitScotland has embarked on a £175,000 direct mail and magazine insert campaign in the UK, Sweden and Germany which runs until March. By using key golfing publications in these countries and by using a database of respondents to previous campaigns, golfing enthusiasts can be targeted to entice them to take a golfing break in Scotland.

With golf already contributing over £100million to the Scottish economy, campaigns aimed specifically at those with an interest in the activity can help to attract increased numbers.

Golf marketing manager for VisitScotland, Neen Kelly commented: “We know that Scotland is a favoured golfing destination for people from the UK, Germany and Sweden. These markets are key to Scotland, and we have to build on them to re-affirm Scotland not only as being the birthplace of golf but also a world class destination.

“By investing heavily and becoming more vigorous in our golf marketing we are striving to ensure that Scotland becomes the ‘must see’ golfing destination that it truly deserves to be.”

Golf in Scotland

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