Swing when you're
winning!
Golf campaign to boost £220m industry
Scotland’s golf courses are set to be
showcased to a global audience with the launch of VisitScotland’s
latest marketing campaign, Drive it Home.
The promotion, which launches today, will
target key golfing markets including the UK, Sweden, Germany and
North America by creating a Ryder Cup style competition
highlighting golf from Fife, Glasgow, Aberdeen, Inverness and East
Lothian.
Offering a ‘money can’t buy’ prize, Drive It
Home gives golf fans the chance to play on the very course on which
the professionals will battle it out at the 2014 Ryder Cup - the
PGA Centenary Course at Gleneagles.
The campaign is one of many marketing tools
that will be used to build momentum towards the Ryder Cup in 2014
which will see 45,000 spectators on each day of the event. Recent
calculations estimate the Gleneagles showdown will contribute
around £100 million to the Scottish economy during the week of the
competition.
Golf is worth around £220 million to the
Scottish economy and supports some 4,400 jobs. It is a
lucrative market, with golfers spending twice that of other
visitors to Scotland. Recent research shows that for every £1 spent
on a green fee, a further £5 is spent elsewhere in the Scottish
economy.
Malcolm Roughead, Chief Executive of
VisitScotland, said: “Drive it Home is an integral part of
positioning Scotland as a leading golf destination, the campaign
really shows what Scotland has to offer in terms of excellent golf
with accommodation and service to match.
“We are now only two years away from hosting
the biggest golfing competition in the world and the excitement is
building. The opportunities that come with hosting the Ryder Cup
are massive from both an economic perspective and for creating a
lasting legacy for Scottish golf. We hope to see visitors return
and explore our many courses year after year.”
Andrew Coltart, who played in the 1999
European Ryder Cup team, said: “The Drive it Home campaign is an
excellent initiative that really highlights the breadth of quality
Scotland has become synonymous with. I wish all those entering the
competition the very best of luck and look forward to working with
some of the winners at our Tpegs coaching experiences at
Archerfield Links on Scotland's Golf Coast in East Lothian.
“It’s an exciting time to be involved in the
golf industry and the jewel in the crown will undoubtedly be The
2014 Ryder Cup. I was lucky enough to be a part of the European
side in 1999 and there truly is no other feeling like walking out
on that first tee with the whole of Europe cheering you on and
wanting you to bring home the trophy. To be hosting the event in
Scotland at Gleneagles is fantastic and it undoubtedly supports
Scotland’s reputation of being the home of golf.”
ENDS
For further information please contact:
|
James Lakie
Corporate Press Officer
Corporate Communications
VisitScotland
Tel: 0131 472 2283
Mob: 07785 950 610
Email: james.lakie@visitscotland.com
|
Follow us on twitter: @visitscotnews
- VisitScotland is Scotland’s national tourism organisation. Its
core purpose is to maximise the economic benefit of tourism to
Scotland.
- The organisation has three key roles:
- To market Scotland to all parts of the world to attract
visitors
- To provide information – and inspiration – to visitors and
potential visitors so they get the best out of a visit to
Scotland
- To provide quality assurance to visitors and quality advice to
the industry and partners to help the industry meet and strive to
exceed customer expectations
- VisitScotland works together with tourism businesses to make
tourism a success for everyone and ensure the industry continues to
grow.
- The organisation employs 700 people and has offices and
VisitScotland Information Centres across Scotland.
- The years between 2012 and 2014 are
Scotland’s Winning Years - From the Year of Creative Scotland,
the Olympics and Disney-Pixar’s film Brave in 2012 through
to the Commonwealth Games, The Ryder Cup and Homecoming in 2014
everyone has the chance to prosper.
- The Year of Creative Scotland began on January 1, 2012 and is a
chance to showcase, celebrate and promote Scotland’s cultural and
creative strengths on a world stage. Through a dynamic and exciting
year-long programme of activity celebrating our world-class events,
festivals, culture and heritage. More information about the
programme can be found at: www.visitscotland.com/creative
- The Year of Creative Scotland is a Scottish Government
initiative led in partnership by EventScotland, VisitScotland,
Creative Scotland and VOCAL.
- More information and resources to help businesses engage with
Year of Creative Scotland are available at www.visitscotland.org/yearofcreativescotland-toolkit
- The VisitScotland Information Centre network is a unique face
to face channel engaging with around five million visitors and
locals each year. Everyone who uses a VisitScotland Information
Centre goes on to spend an additional £5.35, generating over
£24million for Scotland’s economy.
- Tourism employs 270,000 people in Scotland in 20,000 diverse
businesses. Almost 16 million tourists take overnight trips to
Scotland. The industry generates £11 billion revenue annually
(including day visits). Tourism supports around 10 per cent of
employment in Scotland
- For holiday information on Scotland go to www.visitscotland.com
- For information about business tourism in Scotland go to
www.conventionscotland.com
- For more information on VisitScotland’s annual review please go
to www.visitscotlandannualreview.com
