Scottish Golf Union and Scottish Ladies’ Golfing Association launch marketing drive following recent competitions

By Gillian West | Social media manager

The Union

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golf article

July 31, 2013 | 2 min read

The Scottish Golf Union (SGU) and Scottish Ladies’ Golfing Association (SGLA) is aiming to capitalise on the recent popularity of golf in recent weeks with a marketing campaign encouraging golfers to join their local club.

Following The Open Championship and the Aberdeen Asset Management Scottish Open, the SGU and SLGA hope to encourage nomadic golfers and lapsed members to consider a membership at one of the country’s 578 clubs.

“This year’s campaign was deliberately timed to coincide with a high profile fortnight of golf in Scotland, and there could have been no better advert for golf than the fantastic scenes we witnessed on TV and for those spectating at Castle Stuart and Muirfield,” commented Ross Duncan, marketing and sponsorship manager for the Scottish Golf Union.

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Created by Union Connect, with photography from David Boni, the campaign features three creative executions, each highlighting the benefits of golf over other competitive sports. The first stage of advertising will see large format display ads featuring at gyms and five-a-side pitches across Scotland. A series on online newspaper and sports website ads will also be used to target would-be golfers and competitive sportsmen and women, in the target 18-45 market.

Duncan added: “Clubs need to attract a younger audience and the advertising campaign we have used targets that market and communicates the benefits of joining a club to those consumers. We know we can’t wave a magic wand, but this campaign, combined with the hands-on work we are doing with clubs through our Development Officers, helps position golf club membership in a positive way.”

Of the campaign managing director of Union Connect, Kyle Hardie, said: “The creative approach is as striking as it is unexpected, and it will turn more than a few heads. Golf in Scotland has never been more accessible, and I'm confident that this campaign will push even more people onto our fairways.”

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