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Gleneagles 2014 campaign capitalises on Ryder Cup fever

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By The Drum Team, Editorial

October 6, 2010 | 3 min read

The organisers of Scotland's 2014 Ryder Cup preparations have unveiled a timely promotional campaign, by The Union, which coincides with this week's jubilant scenes at Celtic Manor.

The euphoria of Europe's victory in Wales has barely died down and there is the small matter of a US-hosted Ryder Cup to come in Illinois in two years' time before the tournament reaches Scotland.

But EventScotland and VisitScotland have already prepared a new media campaign to promote the 2014 Gleneagles event, which will bring huge media coverage and an expected £100m to the country.

Print and media advertising trumpets Scotland as the tournament's next European host and the ads are backed by a new website and online golf game.

The Ryder Cup 2014 site will act as an information hub and aims to offer potential visitors a feel for what the Gleneagles course has to offer.

The online game allows fans to virtually compete on the course's first four holes and a short film from Scottish comedian and broadcaster explains the country's obsession with 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.”

The Ryder Cup is the world's third largest sporting event in television viewing figures and is expected to bring around 45,000 spectators and many US visitors to Gleneagles.

Paul Bush, chief operating officer at EventScotland, said: "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.”

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