Making the Most of the Ryder Cup for Visit Wales

for Visit Wales Autumn 2010

Challenge

Maximise the Ryder Cup to not only promote Wales as a top golfing destination and host to a key international event, but also to use the tournament to promote long term golf tourism to Wales

Solution

To supplement our ongoing media relations campaign securing key journalists to play the course ahead of the tournament, bgb put forward a menu of creative ideas to widen the reach. A series of tactical ideas were proposed and progressed, including a hole-by-hole online video with sporting legend Gareth Edwards offering his guide to the Twenty Ten Course and tips on his favourite places in Wales, offered to the media as a completed editorial package or for individual tailoring . Social media appeal was maximised through the creation of 3D artwork at Victoria Station in London, while broadcast news was tackled through the creation of an economic film on the wider impact of the Ryder Cup. Finally, teaming with Celtic Manor itself, a series of radio interviews were arranged to appeal to key national, regional and online sport programmes.

Results

Coverage from the campaign, taking just over a month to execute, exceeded £1.5million. Highlights included the front page of the Daily Telegraph Travel section, a ten-minute interview on Sky News, an interview with the tourism chief for Visit Wales on Radio 2 Drive Time and videos appearing on Telegraph.co.uk, Thetimes.co.uk, Eurosport online and Golftoday.co.uk. In total, bgb's campaign generated 14 pieces of broadcast coverage on tv and radio, 18 pieces of coverage in national newspapers, 44 pieces of online coverage and six pieces of coverage in national consumer magazines, with a mixture of specialist golf and mainstream titles.