Football, fishing & climbing targeted by SGU25th September, 2013 by Alistair Dunsmuir
The Scottish Golf Union (SGU) and Scottish Ladies’ Golfing Association (SLGA), the governing bodies for amateur golf in Scotland, have launched a three-phased marketing campaign to encourage golfers to join their local golf clubs.
Created by marketing agency The Union, with photography from David Boni, the first phase has already begun, with large format posters displayed in gyms and five-a-side football centres across Scotland.
A series of online newspaper and sports’ websites have also been used to target golfers and competitive sportsmen and women, predominantly aimed at the 18 to 45 year-old market.
The second and third phases will highlight the benefits of golf pitched against fishing and mountain climbing.
“The SGU and SLGA hope to encourage nomadic golfers and lapsed members to consider taking up membership at one of the country’s 578 clubs,” said Ross Duncan, the SGU’s marketing and sponsorship manager.
“With Scotland’s golf club membership in decline over the past five years, the governing bodies have been working with clubs to provide increased marketing support to help attract new members.
“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.
“We launched our first ever ‘Golf Awareness Week’ back in 2009 and have continued to provide national marketing support to clubs since then.“