Advertising, worth £100,000 has been placed on the Sky Sports channels in the UK and on the CNN and WNBC networks in the USA to coincide with the US Open which is currently taking place in Oklahoma. The advertising will run until Sunday evening and means that Scotland will feature 30 times during peak viewing throughout the championship.
In addition to this campaign, further UK television advertising will be placed on Sky Sports during the Murphy’s Irish Open, which takes place 28 _ 30 June. Again the advertisements will feature throughout the special coverage of the event hitting an extremely targeted and focused audience.
This campaign comes after several other drives to promote golfing in Scotland which involved media and web-site advertising and direct mail-outs. The television advertisements direct viewers to the ‘visitscotland’ web-site for more information and to sample what Scotland has to offer.
Neen Kelly, visitscotland’s golf marketing manager said: “This is the first time we have used television advertising. We know we can hit a captive target audience who are keen on golfing holidays and it will enhance our position as a bidder for the Ryder Cup 2009. By placing these ads on national networks in both the UK and USA we are reaching a large percentage of our potential market.” Golf tourism is worth £100 million annually to Scotland’s economy.
Scottish Tourist Board www.visitscotland.com